The most that any of us know, is the least of that which is to be known.

Benjamin Whichcote www.orientpakistan.com

KARACHI:

195-A, S.M.C.H. Society, Karachi-Pakistan UAN: (92-21) 111-444-555 Tel: (92-21) 34550184-86 (3 Lines) Fax: (92-21) 34550187 Email: [email protected]

LAHORE:

16-Park Lane Tower, 2nd Floor, Tufail Road, Lahore Cantt-54810 UAN: (92-42) 111-444-555 Tel: (92-42) 36622316-20 (5 lines) Fax: (92-42) 36622322 Email: [email protected]

ISLAMABAD:

Block No. 3, Street No. 6, Abbasi Market, F-8/3, Islamabad UAN: (92-51) 111-444-555 Tel: (92-51) 2286870-4 Fax: (92-51) 2286869 Email: [email protected]

PESHAWAR:

1st Floor, State Life Building, 34, The Mall, Peshawar Cantt. UAN: (92-91) 111-444-555 Tel: (92-91) 5272697, 5271253 Fax: (92-91) 5278943 Email: [email protected]

QUETTA:

06-07, First Floor, Usman Complex, Near TV Station, Hali Road, Quetta UAN: (92-81) 111-444-555 Tel: (92-81) 2825920 Fax: (92-81) 2825920 Email: [email protected] Contents

5 Foreword

6 Pakistan - An Overview

14 Economy, Market & Investment

40 Advertising & Media Industry

46 a Television

66 b Radio

82 c Press

96 d Cinema

102 e Outdoor

106 f Digital

112 Media Planning & Research

120 Media Selling & Production

136 Brands Of The Year

142 Orient Companies, Affiliations & Projects

154 Acknowledgements Foreword The past three years have been a struggle. And not just for Pakistan, but globally. The world experienced the worst of global economic recessions in 2008-09, resulting in a loss of jobs, a decline in real income, a slowdown in industrial production & manufacturing and a slump in consumer spending. The impact of these slowdowns on both large and small businesses was extremely damaging.

As sales revenues and profits declined, expenditures for marketing and advertising were also reduced. While the companies affected by the recession were spending less money on advertising and marketing, all advertising agencies that were billing in millions and billions per year, also felt the squeeze. And so, the decline in advertising expenditures affected all media companies in every division, be it print, television, radio or online.

Recessions come and go and some are more severe and last longer than others. Syed Mahmood Hashmi What we should not forget is that, this too Chief Executive shall pass! The situation has already started to get better and InshahAllah, soon, economic recovery will follow. A nation which makes the final sacrifice for life and freedom does not get beaten.

Kemal Ataturk Pakistan

An Overview Pakistan An Overview

The Islamic republic of Pakistan emerged as an independent sovereign state on 14th August 1947, as a result of the division of former British India. It lies between 23-35 to 37- 05 north latitude and 60-50 to 77- 50 east longitude touching the Hindukush Mountains in the north and extending from the Pamirs to the Arabian Sea.

Pakistan covers 796,095 sq.km with a population of 132.35 million according to population census 1998. It is divided into four provinces:

Sindh, Punjab, Khyber Pakhtun Khwa Balochistan.

Climatically, Pakistan enjoys a considerable measure of variety. North and northwestern high mountainous ranges are extremely cold in winter while the summer months of April to September are very pleasant.

The country has an agricultural economy with a network of canals irrigating a major part of its cultivated land. Wheat, cotton, rice, millet and sugar cane are the major crops. Among fruits: mangos, oranges, bananas and apples are grown in abundance in different parts of the country. The main natural resources are natural gas, coal, salt and iron. The country has an expanding industry. Cotton, Textiles, sugar, cement, and chemicals play an important role in its economy.

The country comprises of a vast area that was the great center of ancient civilizations of the world. Its historical sites beginning with Stone Age to Twentieth Century A.D are a mirror of the life of its people who were by nature simple, virile, hospitable and hard working. Ancient sites excavated in Taxila, Harappa, and Moenjodaro speak volumes for Pakistan's rich cultural background dating back to 3,000 B.C. Official Name

Islamic Republic of Pakistan.

Father of the Nation

Quaid-i-Azam Muhammad Ali Jinnah (1876-1948).

National Poet

Allama Muhammad Iqbal (1877-1938).

Head of the State

Asif Ali Zardari, President.

Head of Government

Syed Yousuf Raza Gilani, Prime Minister.

Capital

Islamabad.

Area

Total 796,095 Sq. km. Punjab 205,344 Sq. km.

Sindh 140,914 Sq. km.

Khyber Pukhtoonkhwa 74,521 Sq. km.

Balochistan 347,190 Sq. km.

Federally Administered Tribal Area 27,220 Sq. km. Islamabad (Capital) 906 Sq. km. Population

165 million (estimated)-132 million (1998 census).

Pakistan is divided into four provinces viz., Khyber Pukhtoonkhwa, Punjab, Sindh and Balochistan. The tribal belt adjoining Khyber Pukhtoonkhwa is managed by the Federal Government and is named FATA i.e., Federally Administered Tribal Areas. Azad Kashmir and Northern Areas have their own respective political and administrative machinery, yet certain of their subjects are taken care of by the Federal Government through the Ministry of Kashmir Affairs and Northern Areas. Provinces of Pakistan are further divided into Districts.

Religion

95% Muslims, 5% others.

Currency

Pak. Rupee.

Imports

Industrial equipment, chemicals, vehicles, steel, iron ore, petroleum, edible oil, pulses, tea, etc.

Exports

Cotton, textile goods, rice, leather items carpets, sports goods, handi-crafts, fish and fish prep., fruits, etc.

Languages

Urdu (National) and English (Official).

Parliament

Parliament consists of two Houses i.e., the Senate (Upper House) and the National Assembly (Lower House).

The Senate is a permanent legislative body and symbolises a process of continuity in the national affairs. It consists of 100 members. The four Provincial Assemblies, Federally Administered Tribal Areas and Federal Capital form its electoral college. The National Assembly has a total membership of 342 elected through adult suffrage (272 general seats, 60 women seats and 10 non-Muslim seats).

Pakistan National Flag

Dark green with a white vertical bar, a white crescent and a five-pointed star in the middle. The Flag symbolizes Pakistan's profound commitment to Islam, the Islamic world and the rights of religious minorities.

National Anthem

Approved in August, 1954. Verses Composed by: Abdul Asar Hafeez Jullundhri. Tune Composed by: Ahmed G. Chagla. Duration: 80 seconds.

State Emblem The State Emblem consists of:

1. The crescent and star which are symbols of Islam. 2. The shield in the centre that shows four major crops. 3.Wreath surrounding the shield that represents cultural heritage. 4. Scroll that contains Quaid's motto: Faith, Unity, Discipline.

Pakistan's Official Map

Drawn by Mian Mahmood Alam Suhrawardy (1920-1999).

National Flower

Jasmine.

National Tree

Deodar (Cedrus Deodara).

National Animal

Markhor.

National Bird

Chakor (Red-legged partridge). Flora

Pine, Oak, Poplar, Deodar, Maple and Mulberry.

Fauna

The Pheasant, Leopard, Deer, Ibex, Chinkara, Black buck, Neelgai, Markhor, Marco-Polo sheep, Green turtles, River & Sea fish, Crocodile and Waterfowls.

Popular games

Cricket, Hockey, Football and Squash.

Tourist's resorts

Murree, Quetta, Hunza, Ziarat, Swat, Kaghan, Chitral and Gilgit.

Archaeological sites

Moenjo Daro, Harappa, Taxila, Kot Diji, Mehr Garh and Takht Bhai.

Major Cities

Islamabad, Karachi, Lahore, Peshawar, Quetta, Rawalpindi, Hyderabad, Faisalabad, Multan and Sialkot.

Transportation

Total Length Of Roads 259,758 km. Pakistan Railway Network 7,791 km.

Locomotives 580

Railway Stations 781

Pakistan International Covers 38 International and 24 domestic Airlines stations with a fleet of 49 planes.

Major Airports 8 (Islamabad, Karachi, Lahore, Quetta, Peshawar, Multan, Faisalabad and Gwadar). Major Crops

Cotton, Wheat, Rice and Sugarcane.

Industry

Textiles, Cement, Fertiliser, Steel, Sugar, Electric Goods and Shipbuilding.

Seaports

International 3 (Karachi, Bin Qasim and Gwadar)

Fish Harbor-cum-Mini Ports 3 (Minora, Gwadar and Keti Bandar)

Employment

Total Labour Force 46.84 million Employed Labour Force 43.22 million

Agriculture Sector 18.60 million

Manufacturing & Mining Sector 5.96 million

Construction 2.25 million

Trade 6.39 million

Transport 2.48 million

Others 6.98 million Communications

Post Offices 12,170

Telephone connections 5,052,000

Public Call Offices 217,597

Telegraph Offices 299

Internet Connections 2 million Mobile Phones 10,542,641

Source: Government of Pakistan Ministry of Information & Broadcasting As sure as the spring will follow the winter, prosperity and economic growth will follow recession.

Bo Bennett Economy

Market And Investment Economy Market And Investment

The economy of Pakistan has been undergoing a stabilization phase since the last three years. The restoration of macroeconomic stability is important and necessary to provide the platform for generating growth, jobs, and improving the quality of life of the people.

The present government started off its term with an inherited backlog of problems – deficits, electricity shortages, security expenditures, resettlement of IDPs, low growth and entrenched inflation. The year under review brought new and totally unexpected challenges such as the increase in the price of oil and the devastating floods that created huge losses to crop and livestock sector, physical infrastructure and the GDP. Despite all these challenges the performance of economy has been positive. The government has shown continuing resolve to take difficult decisions and pursue the path of reforms.

Growth and Investment

The Real GDP is estimated to grow at 2.4 percent on the back of strong performance of services sector as against actual growth of 3.8 percent last year and target of 4.5 percent. The growth in the agriculture is estimated at 1.2 percent on the back of 3.7 percent growth in the livestock sector.

Major Crops accounting for 31.1 percent of agricultural value added registered negative growth of 4.0 percent compared to a negative growth of 2.4 percent last year and a target of 3.7 percent. Minor crops registered a growth rate of 4.8 percent compared to the target of 3.0 percent and massive negative growth of 7.8 percent last year.

Output in the manufacturing sector has witnessed expansion of 3 percent in 2010-11 as compared to expansion of 5.5 percent last year on the back of strong performance from small and medium manufacturing sector.

Large-scale manufacturing grew by 0.98 percent (July-February 2010-11 incorporated in the national accounts but the growth is now 1.7 percent in July-March 2010-11) as against 4.9 percent of last year. The services sector grew by 4.1 percent against the target of 4.7 percent and actual outcome of 2.9 percent. Within services sector wholesale and retail trade sector grew at 3.9 percent as compared to 4.6 percent last year and the target for the year of 5.1 percent. Finance and insurance sector recorded negative growth of 6.3 percent in 2010-11 as against contraction of 11.3 percent last year. Public administration and defense posted a stellar growth of 13.2 percent as compared to 2.5 percent in last year. Social Services Sector grew by 7.1 percent, which is slightly higher than the target of 5.0 percent but lower than last year’s actual growth of 7.8 percent.

Pakistan’s per capita real income has risen by 0.7 percent in 2010-11 as against 2.9 percent last year. Per capita income in dollar term rose from $ 1073 last year to $ 1254 in 2010- 11, thereby showing tremendous increase of 16.9 percent. This is mainly because of stable exchange rate as well as higher growth in nominal GNP.

Real private consumption rose by 7.0 percent as against 4.0 percent attained last year. However, gross fixed capital formation lost its strong growth momentum and real fixed investment growth contracted by 0.4 percent as against the contraction of 6.1 percent in last fiscal year. The total investment has declined from 22.5 percent of GDP in 2006- 07 to 13.4 percent of GDP in 2010-11.

Fixed investment has decreased to 11.8 percent of GDP from 13.4 percent last year. The national savings rate has decreased to 13.8 percent of GDP in 2010-11 as against 15.4 percent of GDP last year. Domestic savings has also declined substantially from 16.3 percent of GDP in 2005-06 to 9.5 percent of GDP in 2010-11.

Agriculture

The agriculture growth this year is estimated at 1.2 percent as compared with 0.6 percent during 2009-10.

Cotton production has decreased from 12,913 thousand bales in 2009-10 to 11,460 thousand bales in 2010-11, showing a decrease of 11.3 percent. Wheat production has increased from 23,311 thousand tons in 2009-10 to 24,214 thousand tons in 2010-11, showing an increase of 3.9 percent.

Rice production has decreased from 6,883 thousand tons in 2009-10 to 4,823 thousand tons in 2010-11, showing a decrease of 29.9 percent. Sugarcane production has increased by 12 percent to 55.3 million tons in 2010-11 from 49.4 million tons last year. Gram production has increased from 562 thousand tons in 2009-10 to 523 thousand tons in 2010-11, showing a decrease of 6.9 percent.

Maize production has increased from 3,262 thousand tons in 2009-10 to 3,341 thousand tons in 2010-11, showing an increase of 2.4 percent. In minor crops, the production of potato, onion and mash increased by 18.6 percent, 11.2 percent and 1.0 percent, respectively. However, the production of mung, chillies and mash decreased by 35.5 percent, 8.6 percent and 2.7 percent respectively. Agriculture credit disbursement of Rs. 168.7 billion during July-March 2010-11 is higher by 1.4 percent, as compared to Rs. 166.3 billion over the same period last year. The domestic production of fertilizers during the first nine months (July-March 2010-11) of the current fiscal year was higher by 2.7 percent as compared with corresponding period last year. On the other hand, the import of fertilizer decreased by 50.4 percent, the off-take of fertilizer also decreased by 11.3 percent during the same period last year.

Manufacturing & Mining

During the First nine months of the current Fiscal Year 2010-11, production of Large Scale Manufacturing (LSM) increased by 1.71 percent which was mainly caused by the improvement in subgroups of leather (30 percent), automobile (14.6 percent), Food, Beverages & tobacco (9.3 percent) and paper & board (2.9 percent).

The items that show an increase in their production during this period were, TV sets (28.6 percent), sugar (26.5 percent), LCVs (23.3 percent) and cooking oil (9.7 percent). During the current fiscal year (2010-11), cement production decreased to 20.8 million ton as against 23.1 million tons last year showing a decrease of 9.6 %, whereas sugar production increased by 3.8 million ton showing an increase of 26.5 percent.

Exports earning of the Textile products in 2010-11 (July-March) shows an increase of 29.9 percent. During 2010-11 (July-March) in automotive industry cars, LCVs/Jeeps and two/three wheelers registered a positive growth of 16.4 percent, 20.5 percent and 12.6 percent, respectively.

The mining and quarrying sector is estimated to grow by 0.4 percent in 2010-11 as against 2.2 percent last year. Natural gas, crude oil and dolomite posted positive growth rate of 1.9 percent, 1.1 percent and 5.9 percent, respectively.

Fiscal Development

Tax collection by the FBR was targeted at Rs. 1667 billion for fiscal year 2010-11. However, the target was downward revised to Rs. 1,588 billion, as a result of devastation caused by floods during July and August 2011.

The catastrophic floods reduced growth and posed a further challenge to public finances by depressing budget revenues and additional spending to meet the humanitarian and reconstruction needs, thereby upward adjustment in the fiscal deficit target from 4 percent of GDP at the time of budget announcement to 5.3 percent of GDP have made.

The government is focused on prudent expenditure management and better resource mobilization to create fiscal space for providing support to growth. Major reforms like harmonization of tax administration have taken place and strengthening of Risk Based Audit is under process.

Through a combination of Presidential Ordinance and withdrawal of SRO base exemptions, amendments have been made in the Sales Tax Act 1990, Income Tax Ordinance 2001 and Federal Excise Act 2005. The additional revenues of Rs. 53 billion are estimated during the last quarter of 2010-11. The following tax measures have been taken through these amendments:- i. Withdrawal of sales tax exemption on agriculture inputs like tractors, pesticides, and fertilizer both at domestic and import stages. Now these are subjected to 17 percent GST. ii. A one time surcharge of 15 percent has been imposed on withholding and advance taxes payable during financial year 2011. iii. Special excise duty rate has been increased from 1 percent to 2.5 percent on non- essential items for the remaining period of tax year 2010-11.

The administrative measures and vigilance will be helpful in generating another Rs 24 billion. These steps will also be helpful in achieving the revised collection target of Rs. 1588 billion.

Revenue collections of FBR stood at Rs. 1,156 billion during July-April 2010-11, thereby reflecting 12.6 percent growth over Rs. 1,026.5 billion collected during the corresponding period last year.

Among the four federal taxes, the highest growth 15.6 % has been recorded in sales tax receipts, followed by customs (12.6 %), direct tax (10.7 %) and federal excise (7.0%). For July-April, 2011, direct taxes have been a major source of FBR tax revenue collection, contributing 37.1 percent of total receipts. Net collection was estimated at Rs. 430 billion. Indirect taxes including (Sales Tax, Federal Excise Duty and Custom Duty) grew by 13.8 percent during July-April, 2011 and accounted for 62.8 percent of the total FBR tax revenue. Net collection was estimated at Rs. 726.0 billion.

Total expenditure of Rs. 3,257 billion was estimated for the full year, comprising of Rs. 2,641 billion of current expenditure (81.1% of total), and Rs. 617 billion of development expenditure (18.9% of total).

Money and Credit

SBP has raised the discount rate to 14 percent on 30th November 2010, and decided to keep the rate unchanged at 14 percent. Net expansion in M2 increased by 9.62 percent during July-April, 2011 as compared to 8.1 percent during the same period last year.

Net Domestic Assets (NDA) during July-April 2011 reached at Rs. 402.5 billion against Rs. 446.1billion during the same period last year. The expansion in NDA mainly attributed by a rise in demand for private sector credit and government borrowings. On the other hand the NFA of the banking system during the period under review stood at Rs 153.2 billion after registering a significant decline of Rs 31.3 billion during the same period of last year.

During July-April, 2011 Credit to private sector enterprises (PSEs) registered a sharp decline from Rs. 72.5 billion in 2009-10 to Rs. 26.7 billion owing to the retirements by an oil refinery and a state owned oil-marketing company.

The government borrowing from the banking system for budgetary support and commodity operations stood at Rs 342.2 billion during July-April, 2011. Government has borrowed Rs. 196.3 billion from the State Bank of Pakistan (SBP) , while Rs. 275.9 billion has been borrowed from the scheduled banks. In the month of May 2011, the government has further reduced its borrowing stock from the SBP to attain the target of net zero borrowing from the SBP.

During July-April 2010-11 the retirement of loans under commodity financing picked up sharply and reached at Rs. 134.2 billion on account of retirement of advances for wheat by provincial departments and Pakistan Storage and Supply Corporation (PAASCO) and other provincial procurement agencies as compared to Rs. 35.6 billion during the same period last year.

The credit availed by the private sector during July-April, 2011 was Rs. 156.7 billion is compared to Rs. 144.2 billion in the corresponding period last year. A strong growth has been witnessed since January 2010, which was due to an increase in seasonal demand for working capital. More than half of private sector credit went to the textile sector showing higher input prices, especially cotton.

Sector wise breakup of private sector credit also shows that sugar and textile industries were the major drivers to this increase, which respectively availed credit of Rs 105.6 billion and Rs. 62 billion during Jul-March 2011.

Liquidity conditions in the money market remained fairly comfortable during July-March 2010-11 underpinned by the reduced government borrowings from the SBP and growth in bank deposits. SBP drained this excess liquidity not only through auctions, but also mopped up a significant amount through open market operations (OMOs).

Capital Markets

The KSE-100 index recorded a bullish trend during first half of the current fiscal year (CFY) as the market was trading around 12,000 at the end of December 2010. The KSE- 100 index however, remained steady during the third quarter of 2010-11 and after touching at 12,682 on January 17, 2011 and at the end of March 2011 it traded at 11,810 points.

The main reason of better performance in 3rd quarter of 2010-11, in the stock market and gearing up the momentum in the KSE-100 is considerable foreign investment in the capital market. Lahore stock exchange index-25 increased to 3,343 points on March 2011 and its market capitalization is Rs. 2921.5 billion.

Islamabad stock exchange index-10 inched up from end-June 2010 level of 2,445 points to 2605 points on end-March 2011 with market capitalization of Rs. 2,531.5 billion.

Net inflow of foreign investment in Pakistan from July–March 2010-11 was US$ 301.5 million which as compared to US$ 431.9 million in the last corresponding period, it is important to mention that noteworthy contribution was made during the first two quarter of 2010-11.

Corporate profitability has increased in 2011 but profitability concentrated in few large companies. The sectors of Oil and Gas companies, Fertilizers and Chemical sector and Banks exhibit considerable profits. Seven auctions of Pakistan Investment Bonds (PIBs) were carried out in July-March 2010-11 and government collected Rs.83.4 billion. Three and ten years maturities contributed a large proportion by resulting in an amount of Rs.76.2 billion.

Three 3-years Ijara Sukuk were issued from July-March 2010-11. Rs.136.6 billion was raised against the total target of Rs. 125 billion. During the fiscal year July-March 2010-11, net deposits with National Saving Schemes (NSS) increased to Rs. 1,822.4 billions. Behbood Savings Certificates, Regular Income Certificates and Special Saving Certificates were the precursor products. Profit Rates for some National Saving Schemes were revised.

The Securities and Exchange Commission of Pakistan (SECP) formulated a comprehensive policy for dealing with companies in default of securities market laws to protect the investor, enhance transparency and improve member listing.

Inflation

The inflation rate as measured by the changes in Consumer Price Index (CPI) stood at 14.1 percent during (July-April) of the current fiscal year 2010-11, as against 11.5 percent in the comparable period of last year.

The food inflation is estimated at 18.4 percent and non-food 10.4 percent, against 12.0 percent and 11.0 percent in the corresponding period of last year.

The core inflation which represents non-food and non-energy prices, also decreased from 11.0 percent to 9.6 percent.

The Wholesale Price Index (WPI) during July-April, 2010-11 have increased by 23.3 percent, as against 11.3 percent of last year. The Sensitive Price Indicator (SPI) has recorded an increase of 18.2 percent during July-April, 2010-11, as against 12.4 percent of last year.

The increase in inflation rate during the current year 2010-11 is attributable to the increase in food price inflation which has been mainly due to increase in prices of sugar, milk, poultry, meat, fresh vegetables and fruits owing to shortfall in production of these items and significant increase in world food stuff prices.

Trade and Payments

Overall exports recorded a positive growth of 27.8 percent during the first ten months (July-April) of the current fiscal year against an increase of 8.0 percent in the same period of last year. In absolute terms, exports have increased from $15,773.2 million to $20,154.2 million in the period.

Imports during the first ten months (July-April) of the current fiscal year (2010-11) increased by 14.7 percent compared with the same period of last year, reaching to $32.3 billion. The overall import bill is higher by $4.1 billion, reflecting the impact of higher global crude oil & Commodity Prices.

The higher import bill during July-April 2010-11 is contributed by food group ($1,528 billion), petroleum group ($678.3 million), consumer durables ($247 billion), raw material group ($ 1039 million), telecom ($245 million) and other item group ($ 951 million).

The merchandise trade deficit improved by $240 million and declined from $12.3 billion in July-April 2009-10 to $ 12.1 billion in July-April 2010-11. The substantial increase of 14.7 percent in imports is more than neutralized by 27.8 percent growth in exports which caused the trade deficit to improve.

Worker’s Remittances totaled $ 9.1 billion in July-April 2010-11 as against $ 7.3 billion in the comparable period of last year, depicting an increase of 23.8 percent.

Current Account Balance improved significantly during the last two years or so. Current account recorded a broad-based surplus of $ 748 million in July-April 2010-11 as against deficit of $3456 million in the comparable period of last year.

The improvement came from all components of current account balance like trade balance of goods and services, and current transfers.

Services account deficit shrank by 28.2 percent during July-April 2010-11 to reach $ 1.4 billion as compared to $1.9 billion during the same period last year. Financial account surplus deteriorated and reached to $ 412 million as compared to $ 3533 million in corresponding period last year.

Exchange rate remained more or less stable as rupee depreciated by just 2.2 percent in July-April 2010-11, however, Real Effective Exchange Rate (REER) appreciated by 0.8 percent in the period.

Foreign direct investment (private) stood at $1232 million during the first ten months (July-April) of the current fiscal year as against $1725 million in the same period last year thereby showing a decline of 29 percent.

Foreign Exchange Reserves amounted to $ 17.1 billion by the end of April, 2011, of which, reserves held by State Bank of Pakistan stood at $ 13.7 billion and by banks stood at $ 3.4 billion.

External and Domestic Debt

During the first nine months of the current fiscal year 2010-11, Pakistan’s total external debt increased from $55.9 billion at end-June 2010 to $ 59.5 billion by end-March 2011 - an increase of US $ 3.6 billion or 6.4 percent which is lowest growth in EDL in the last five years. In relative terms, EDL as percentage of GDP decreased from 31.6 percent at end-June 2010 to 28.2 percent by end-March 2011 - a decrease of 3.4 percentage points. The country’s debt burden defined as external debt and liabilities as percentage of foreign exchange earnings decreased from 146.6 percent by end-June 2010 to 127.2 percent by end-March 2011. Public Debt increased by Rs. 1162 billion in the first nine months of 2010-11, reaching a total outstanding amount of Rs. 1,002,0 billion, an increase of 13.1 percent in nominal terms. The primary source of increase in public debt during July-March, 2011 has been a sharp rise in local currency component that accounted for 69.7 percent of the total increase in total public debt.

The external debt component grew by Rs. 275 billion or 6.4 percent partially due to increased foreign public debt inflows and partly because of cross-currency translation effect. Public debt as percent of GDP has decreased to 55.5 percent by end-March 2011 after hovering around to 60 percent of GDP for three years.

Domestic Debt stood at Rs. 5462.2 billion at end-March 2011 which implies net addition of Rs. 803.9 billion in the nine months of the current fiscal year. In relation to GDP the domestic debt stood at 30.2 percent of GDP which is lower than end-June 2010 level at 31.4 percent. The domestic debt grew by 17.3 percent which is lower than last year’s growth of 20.7 percent. The focus on deficit financing through internal sources owing to non-availability of external receipts has been the major cause.

The composition of major components shaping the domestic debt portfolio has undergone a complete transformation from a high dominance of unfunded debt to an increasing dependence on floating component of domestic debt.

Since 2006-07, domestic debt witnessed a sharp rise with consequent build-up in the interest payments. Interest payments as percent of GDP has peaked to 4.4 percent of GDP in 2008-09 but since then declined persistently to 2.5 percent of GDP in 2010-11. This also incorporates impact of higher nominal GDP growth.

Higher fiscal deficit and enormous slippages in the revenue and expenditure targets remained key problems.

Education

The overall literacy rate (10 years & above), which was 57.4 percent in 2008-09, has increased to 57.7 percent in 2009-10, indicating 0.5 percent increase over the same period last year.

Male literacy rate (10 years & above) remained 69.3 percent in 2008-09 and 69.5 percent in 2009-10 while it increased from 44.7 to 45.2 percent for females during the same period. Literacy remained higher in urban areas (73.2 percent) than in rural areas (49.2 percent) during 2009-10. Province wise literacy data of PLFS (2009-10) shows Punjab stood at 59.6 percent, Sindh (58.2 percent), Khyber Pakhtunkhwa (50.9 percent) and Balochistan (51.5 percent).

According to the Ministry of Education, there are currently 228,376 institutions in the country. The overall enrolment is recorded at 38.22 million with teaching staff of 1.41 million as compared to 1.40 million last year showing an increase of 0.7 percent.

Health and Nutrition

At present, there are 972 hospitals, 4842 dispensaries, 5344 basic health units and 909 maternity and child health centers in Pakistan. With availability of 144,901 doctors, 10,508 dentists, 73,244 nurses and 104,137 hospital beds in the country by 2010-11, the population and health facilities ratio works out at 1222 persons per doctor, 16,854 persons per dentist and 1701 persons per hospital bed which compares well with the other developing countries.

During 2010-11, 35 basic health units and 13 rural health centers have been constructed. While 40 rural health centers and 850 basic health units have been upgraded.

Some 4500 doctors, 400 dentists, 3200 nurses and 5000 paramedics have completed their academic courses and 4300 new beds have been added in the hospitals. Some 96,000 Lady Health Workers (LHWs) have been trained and deployed mostly in the rural areas. Moreover, some 8 million children have been immunized and 24 million packets of ORS distributed.

Various health programs with a special focus on major public health problems have been carried out. These include cancer treatment, AIDS prevention and Malaria Control Program. The total outlay of health is budgeted at Rs. 42.0 billion (Rs.18.7 billion development and Rs. 23.3 billion current expenditure) which is equivalent to 0.23 percent of GDP, which is 79 billion as compared in 2009-10.

Population, Labour Force and Employment

According to the latest estimates population of Pakistan stood at 177.10 in 2011 and is sixth most populous country of the world. If the existing trend remained unchanged, it will reach 191.7 million by the year 2015 and 242.1 million by 2030 (Estimates and projection by Sub-Group II for the 10th five year People’s Plan 2010-15).

Growth Rate is 2.05 percent and total Fertility Rate (TFR) is 3.5 per woman. Life expectancy in Pakistan is 64.18 for male and 67.9 for female. Pakistan has the total labour force of 54.92 million and is the 9th largest country in the world with respect of the size of its labor force in 2010. About 3.05 million labour force is estimated as unemployed in 2009-10, with an unemployment rate of 5.6%. Agriculture dominates the distribution of employed persons among all the major sectors leading at 45.0 during 2009-10; wholesale and retail trade has the share of 16.3 percent and manufacturing with 13.2 percent.

To cope with the evolving demographic challenge the National Population Policy 2010 seeks to attain replacement level fertility i.e. 2.1 births per woman by 2030.

Poverty

The floods of 2010 have caused a significant loss to poverty reduction efforts.

The areas affected by floods were consistently lagging behind in terms of socio-economic and educational indicators as compared to the areas unaffected by floods. The loss to infrastructure and livelihood sources will push them further behind.

ADB’s recently issued study on “Global Food Price Inflation and Developing Asia”, maintains that a 10 percent rise in domestic food prices in Pakistan for one year could push an additional 3.47 million people below the $1.25-a-day poverty line or worsen poverty situation by 2.2 percentage points.

Food inflation in Pakistan has averaged 18 percent for the last four years, which implies significant deterioration of purchasing power of the poor. The precise impact of this build- up in prices could not be determined until availability of results of the Household Income Expenditure Survey (HIES) component of PSLM Survey 2010-11, the work on which has already started.

An analysis of 3 year moving average of changes in per capita income and commensurate impact on reduction in poverty headcounts suggests that large reductions in poverty headcount are associated with substantial growth in per capita GDP during 2002-2006.

The Government has prioritized the 17 pro-poor sectors for budgetary intervention through the Medium Term Expenditure Framework (MTEF) from 2008-09 to 2010-11 in the PRSP-II. An amount of Rs. 482.6 has been spent on these areas during July- December 2010, which is 15.8 percent higher than in the comparable period of last year.

The social safety nets are major initiatives to reinforce the government’s efforts to reduce the adverse effects of poverty on the poor. The social safety nets program include Benazir Income Support Program (BISP) envisages cash grants of Rs. 1,000 every month to the females of each qualifying household having a monthly income of less than Rs. 6,000 through banks/post offices with the aim to ameliorate the conditions of the poorest of the poor by directly accessing them and supplementing their sources of income. To enhance self-employment, some registered beneficiaries of BISP under the current targeting mechanism are selected through a monthly draw under Waseela-e-Haq and each of them are provided with an interest-free loan worth Rs. 0.3 million, repayable in installments over a period of 15 years.

The government is also working on various microfinance initiatives in collaboration with the SBP and multilateral institutions to generate employment and combat poverty.

Transport and Communication

In 2010-11, Pakistan has a road network covering 259,463 kilometers including 180,866 km of high type roads and 78,597 km of low type roads. Since March 2008, NHA has launched/awarder 36 development projects covering a length of above 1000 km inclusive of a number of bridges, flyovers and interchanges.

During the year 2010-11 (July-March), in railway, there has been fall in growth rate of passenger traffic by 17.6 percent but freight traffic grows at the rate of 17.7 percent. During the calendar year 2010, PIA earned the revenue of around Rs. 107 billion as compared to last year of Rs. 94.6 billion.

Karachi Port Trust handled a total of 20.2 million tons of cargo during 2010-11 (July-Dec). Port Qasim Authority handled 13.1 million tones cargo during the current financial year 2010-11 (July-Dec).

First ever largest ship in Pakistan having 63,000 m tons of wheat was berthed at Gwadar Port in March 2008. Since then upto January 2011, 120 ships have been handled at Gwardar.

Total Cellular subscribers at the end of December 2010 crossed the 102.8 million mark, with over 97 percent prepaid subscription in the mobile market and the post paid subscription in Pakistan is only 3 percent.

Energy

Crude Oil

Production of crude oil per day has increased to 65,996.50 barrels during July-March 2010-11 from 65,245.69 barrels per day during the same period last year, showing an increase of 1.15 percent.

The transport sector consumed 47.82 percent of petroleum products, followed by power sector (42.84 percent), industry (6.66 percent), other government (1.93 percent), household (0.49 percent) and agriculture (0.26 percent) during July-March 2010-11.

Natural Gas

The average production of natural gas per day stood at 4050.84 million cubic feet during July-March 2010-11, as compared to 4,048.76 million cubic feet over the same period last year showing an increase of 0.05 percent.

The power sector consumed 23.81 percent of gas followed by industrial (20.15 percent), household (16.75 percent), fertilizer (15.04 percent), commercial (2.45 percent) and cement sector (0.05 percent) during July-March 2010-11.

Electricity

The total installed capacity of PEPCO system is 20,681 MW as of March 2011, compared to 20,190MW in first nine months of the last fiscal year. Total installed capacity of WAPDA stood at 11,439 MW during July-March 2010-11, of which hydel accounts 57.30 percent or 6,555 MW, thermal accounts for 42.70 percent or 4,884 MW.

During the first nine month of current fiscal year 66,928 GWh of electricity has been generated by WAPDA as against 64,935 GWh in the same period last year showing an increase of 3.07 percent. The number of villages electrified increased to 160,110 by March 2011 from 147,038 recorded in March 2010.

CNG

Presently there are 3329 CNG stations operating throughout the country. By March 2011 about 2.5 millions have been converted to CNG.

Coal

Supply of coal during July-March 2010-11 has been recorded at 5.85 million tons compared to 5.304 million tons in the first nine months of last fiscal year.

Brick kilns and cement industry consumed 56.6 percent and 42.7 percent respectively of the supplied coal. The government is developing Thar Coalfield in order to increase the share of coal in energy mix and to reduce dependency on expensive imported fuel.

Environment

Pakistan recognizes the importance of environmental concerns as a cross cutting theme in its sustainable development strategy. Hence its protection, renewal and enrichment is recognized as an obligation towards the betterment of its citizens. The environmental concerns of Pakistan are associated primarily with the adverse impact of un-sustainable social and economic development. Highpopulation growth rate, lack of public awareness of environmental related education, mismanagement of natural resources, widely unplanned urban and industrial expansions are the core hard issues. These are further compounded with the rapid urbanization.

A nation with a population of 177 million with an average population density of 222 persons per sq km, higher than many other developing countries, whose 37% people live in urban areas and 63% in rural has a high rate of migration to urbancenters which has made the cities dysfunctional, overcrowded and very congested. Rapid urbanization is putting the available insufficient infrastructure under enormous pressure and causing environmental debacles of great magnitude. Serious risks of irreversible damages are present due to air and water pollution, mismanagement of solid waste and destruction of fragile eco-systems.

With an estimated 37 percent of its population living in cities, Pakistan is the highly urbanized country in South Asia. Its cities continue to grow, offering employment opportunities, but rapid urbanization has been accompanied by environmental problems such as pollution, waste management, congestion and the destruction of fragile eco- systems. Urban air pollution remains one of the most significant environmental problems, facing the cities.

Motorcycles and rickshaws, due to their two stroke (2 strokes) engines, are the most inefficient in burning fuel and contribute most to emissions. 2-stroke vehicles are responsible for emission ofvery fine inhalable particles that settled in lungs and cause respiratory diseases. The 2-stroke vehicles industry is performing fast in Pakistan and has increased by 142.6 percent in 2010-11 when compared with the year 2000-01. Rickshaws have grown by more than 24 percent while motorcycles and scooters have more than doubled since 2000-01.

CNG is promoted as an alternate motor fuel for Pakistan’s market to reduce pressure on petroleum imports and to curb air pollution. Presently, 3329 CNG stations are operating in the country and 2.50 million vehicles are using CNG as fuel. Use of CNG as fuel in transport sector has observed a quantum leap, replacing traditional fuels.

National Environment Quality Standard (NEQS) for Motor Vehicle Exhaust & Noise (Amended), 2010 have been approved to control the vehicular emissions.

It has been decided that: (i) all petrol driven vehicles imported or manufactured locally will comply with Euro-II emission standards with effect from July 2009. Existing models if not complying with Euro-II emission standards will have to switch over to Euro-II models by no later than three years, If not immediately.

(ii) all diesel driven vehicles imported or manufactured locally will comply with Euro-II emission standards with effect from July, 2012. The Ministry of Petroleum and Natural Resources will ensure availability of Euro-II diesel (with sulphur contents 0.05 percent) with effect from January, 2012.

Supply of drinking water and provision of sanitation are the most important contributing factors for improving the health of the people in any country. Inadequate water supply results in high incidence of water related diseases, which in turn increase morbidity and mortality rates and pose major threat, to the survival and development of children. The National Standards for Drinking Water Quality (NSDWQ) have been approved on 29th March 2010 in order to improve the water quality and to provide the public with the safe drinking water.

Pakistan is committed to achieve the MDG target of halving by 2015 the proportion of people without sustainable access to safe and improved sanitation. Strategic direction, capacity development, and monitoring and evaluation, as well as investments, are primarily the responsibility of the provincial governments through the provincial line departments.

Climate change is one of the most complex challenges of the new century; Pakistan remained extremely vulnerable to the impacts of climate change. The most serious concerns are the threat to water and food security of the country and the vulnerability of its costal areas. Other climate change related concerns include increased risks and extreme events (floods, droughts and cyclones) and adverse impact of forests, biodiversity human health etc. Implementation of the climate change program under Tenth Five Years Plan will be carried out through coordinated efforts of the relevant ministries to secure ample resources and their effective utilization.

Source: Pakistan Economic Survey 2010-11 Profile of Stock Exchanges

Karachi Stock Exchange 2007-08 2008-09 2009-10 2010-11 (July-March) Number of Listed Companies 652 651 652 638 New Companies Listed 7 8 8 0 Fund Mobilized (Rs. Billion) 62.9 44.9 135.1 14.8 Listed Capital (Rs. Billion) 706.4 781.8 909.9 920.1 Turnover of Share (Rs. Billion) 63.3 28.2 43.00 21.2 Average daily Turnover of Share (Rs. Million) 238.2 115.6 173.2 114.2 Aggregate Market Capitalization (Rs. Billion) 3,777.7 2,143.2 2732.4 3147.6

Lahore Stock Exchange 2007-08 2008-09 2009-10 2010-11 (July-March) Number of Listed companies 514 511 510 497 New Companies Listed 2 9 25 6 Fund Mobilized (Rs. Billion) 29.7 32.8 67.5 8.222 Listed Capital (Rs. Billion) 664.5 728.3 842.6 854.370 Turnover of Share (Rs. Billion) 6.5 2.7 3.4 0.923 LSE-25 Index 3,868.8 2,132.3 3,092.7 3,342.56 Aggregate Market Capitalization (Rs. Billion) 3,514.2 2,018.2 2,622.9 2,921.5

Islamabad Stock Exchange 2007-08 2008-09 2009-10 2010-11 (July-March) Number of Listed Companies 248 261 244 236 New Companies Listed 7 15 2 0 Fund Mobilized (Rs. Billion) 24.6 24.8 73.0 7.4 Listed Capital (Rs. Billion) 551 608.6 715.7 710.3 Turnover of Share (Rs. Billion) 0.6 0.3 0.2 0.034 ISE 10 Index 2,749.6 1,713 2,441.2 2605.4 Market Capitalization (Rs. Billion) 2,872.4 1,705.1 2,261.7 2,531.5

Source: Pakistan Economic Survey 2010-11 Economic Indicators

I T E M Unit / Base Feb 2011 Mar 2011

1. Currency in Circulation Billion Rs. 1,527.5 1,510.0

2. Broad Money (M2) Billion Rs. 6,254.9 6,320.1

3. Ratio of Scheduled Banks' Advances to Deposit % 62.99 61.79

4. Ratio of Scheduled Banks' Investment to Deposits % 42.36 43.64

5. KIBOR – End Month (1 Month) % 13.04 13.16

6. KIBOR – Month Average (1 Month) % 13.03 13.34

7. Exports (B O P) Million US $ 2,282 2,516

8. Imports ( B O P) Million US $ 3,065 3,210

9. Foreign Direct Investment (Net) Million US $ 42.5 101.4

10. Foreign Private Portfolio Investment (Net) Million US $ 7.3 (6.5)

11. Gold and Foreign Exchange Reserves Million US $ 19,673 20,000

12. Exchange Rate (end month) Rs../US $ 85.5756 85.2411

13. Exchange Rate (month average) Rs../US $ 85.3141 85.3380

14. Consumer Price Index (overall) 2000-01=100 244.93 248.55

15. Consumer Price Index (Foods & Beverages) 2000-01=100 286.26 292.03

16. CPI Inflation (overall)* % 12.9 13.2

17. CPI Inflation (Foods) % 17.7 18.0

18. CPI Inflation (Non Foods) % 8.9 9.1

19. Core Inflation (Non Foods, Non Energy) % 9.2 9.5

20. Core Inflation (20% Trimmed Mean) % 11.7 11.9

21. National Saving Schemes – Outstanding Amount Billion Rs. 1,729.4 1,755.2

22. FBR Tax Collection Billion Rs. 105.9 144.2

* Inflation is calculated year on year basis.

Source: State Bank Of Pakistan Major Exports Markets

2010-11* # COUNTRIES % Share

1. USA 16.1 2. UK 5.1 3. GERMANY 5.1 4. HONG KONG 2.3 5. U.A.E. 7.4 6. AFGHANISTAN 9.0 7. OTHER COUNTRIES 55.0

Major Sources of Imports

2010-11* # COUNTRIES % Share

1. USA 4.3 2. UK 1.6 3. GERMANY 2.3 4. JAPAN 4.1 5. MALAYSIA 5.7 6. KUWAIT 6.8 7. SAUDIA ARABIA 11.7 8. U.A.E. 13.3 9. OTHER COUNTRIES 50.2

*July - March. Source: Pakistan Economic Survey 2010-11 Production of Selected Industrial Items in Large Scale

10000 8784.1 8415.9 Cotton Yarn 8000 Million Kg

Sugar 6000 000 tons

Cement 3892.1 4000 000 tons 3077.9 Petroleum Products 2159.1 2200.4 Million Liters 2000 385.3 Phos. 367.2 Fertilizers 23.1 20.8 000 N tons 2009-10 July-March 2010-11 July-March

Structure of Taxes 2010-11*

(39.4 %) Direct Tax

(66.9 %) Sales Tax

(17.9 %) Customs

(15.2 %) Excise

* Budget Estimates Source: Pakistan Economic Survey 2010-11 GDP Growth% 10%

8%

6%

4%

2%

0% 2007 2008 2009 2010 2011 (Budget Estimates)

Enrolment in educational Institutions

25 Primary 18.468 18.756 20 Middle

15 Secondary Million 10

5.414 5.501 5 2.556 2.581

0 2008 - 2009 2009 - 2010

Source: Pakistan Economic Survey 2010-11 Major Exports 2010-11 (Jul-Mar) % Share

33.7 % Others 53 % Cotton

8.9 % Rice

4.4 % Leather

Major Imports 2010-11 (Jul-Mar) % Share

(16.9 %) Others Raw Materials (23.7 %)

(2.6 %) Telecom

(5.4 %) Consumer Durables

(10.8 %) (27.2 %) Machinery Group Petroleum Group

Food Group (13.4 %)

Source: Pakistan Economic Survey 2010-11 Cellular Subscribers Market Share (Dec 2010)

100

80

60

31 % 40 24 % 20 % 17 % 20 8 %

0 Mobilink Ufone Warid Telenor CMPak

Per Capita Income ($)

1500

1,254 1250 1,073 1,015 990 1000

750

500

250

0 2007-08 2008-09 2009-10 2010-11

Source: Pakistan Economic Survey 2010-11 Unemployment Rate %

10

8

5.5 5.6 6 5.2

4

2

0 2007-08 2008-2009 2009-2010

Annual Energy Consumption

1000000 959,475 939,960 900000

800000 Petroleum 700000 (000 Tons) Gas (MMCFT) 600000 Electricity (Giga Watt Hour) 500000 Coal (000 Million Tons) 400000

300000

200000

100,000 54,653 56,194 13,937 13,802 0 5,304 5,850 2009-10 (July-March) 2010-11 (July-March)*

* Estimated For Coal Source: Pakistan Economic Survey 2010-11 Inflation Rate - CPI General (July-April)

11.5% 2009-10

14.1% 2010-11

0% 5% 10% 15% 20% 25%

Monthly Average Exchange Rate

86

83

80

77

74

71

Rs. per US $ Rs. 68

65

62

59 Jan 08 Apr July 08 Oct Jan Apr July 09 Oct Jan Apr Jul 10 Oct Jan 11 April

Source: Pakistan Economic Survey 2010-11 Population

200 Total: 173.5 Total: 177.10

150

110.46 111.8 100 Million

50

63.05 65.3

2009-10 (July) 2010-11 (July)

Urban Rural

Length of Roads in km

High Type Low Type 190000 180910 180866 180000 176589 170000 160000 150000 140000 130000 120000 110000 100000 90000 81761 79850 80000 78597 70000 2008-09 2009-10 2010-11 (estimated)

Source: Pakistan Economic Survey 2010-11 When you do the common things in life in an uncommon way, you will command the attention of the world.

George Washington Carver Advertising

And Media Industry Advertising And Media Industry

Media Landscape

Pakistan has a vibrant media landscape, which in spite of political pressure and direct bans that they are sometimes subject to from the state; the media enjoys independence to a large extent. After having been liberalized in 2002, the television sector experienced a media boom. In the fierce competitive environment that followed commercial interests became paramount and quality journalism gave way to sensationalism. Although the radio sector has not seen similar growth, independent radio channels are numerous and considered very important sources of information and commercial message communication as well - especially in the rural areas.

The Pakistani media landscape reflects a multi-linguistic, multi-ethnic and class-divided society. There is a clear divide between Urdu and English media. Urdu media, particularly the newspapers, are widely read by the masses - mostly in rural areas. The English media, urban and elite-centric, is more liberal and professional compared to the Urdu media. English print, television and radio channels have far smaller audiences than their Urdu counterparts, but have greater leverage among opinion makers, politicians, the business community and the upper strata of society. Category Number of Licenses

Satellite TV Channels 84

Landing Rights Permission 28

FM Radio licenses 129

Cable TV Distribution 2346

MMDS 6

Internet Protocol Television (IPTV) 2

Mobile TV license 2

Pemra

0.23% 0.08% 3.23% 1.08%

4.97%

0.08%

90.34%

Satellite TV Channels Landing Rights Permission FM Radio licenses Cable TV Distribution MMDS Internet Protocol Television (IPTV) Mobile TV licence

Cable TV distribution has the major ratio of licenses, followed by licenses for FM Radio and Satellite TV Channels. Cross Media Comparison (Pakistan)

3%

Internet

7% Radio

73% TV

18% Newspapers

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

TV comes at top in cross media comparison, and 73% of the people spend their time watching TV.

Multimedia Comparative Reach (Avg. Week) in Geographies

84 72

42 32 27 25

12 8 10 6 6 3

TV Outdoor Newspapers Radio Magazines Internet

Key Cities RoU Expon.(Key Cities)

The penetration of each media is higher in 10 Key Cities as compared to rest of urban Pakistan with a consistent pattern Multimedia Comparative Reach (Avg. Week) in Geographies

82 79 68 61

40 42 31 33 29 28 28

16 14 13 9 11 9 8 6 9 4 5 4 2

Newspapers Magazines TV Radio Internet Outdoor

Sind Punjab NWFP Baluchistan

Baluchistan matches Sind in highest Magazine reach. Newspaper & Radio reach is highest in NWFP. Sind marks highest reach of TV & Outdoor.

The Comparison

With the change in target, for the same mix of multimedia selection Regional Channels/Publications, Avg. Day Reach grows markedly

0.1 National Eng Daily 0.5

16.9 Reg. Lang. Daily 2.1

0.4 Radio Channel 2.8

2 English Movie Channel 3.1

2.3 6 Leading Websites 4

36.7 Reg. Lang. TV Channel 4.9

4.4 National Urdu Daily 7.8

9.6 TV News Channel 18.6

Interior Province Total Urban The Comparison

This time individual reach of same mix of channels/publications and sites is being compared with a young target belonging to upper tiers of society giving rise to Internet, English movie channels and radio in particular.

1.4 National Eng Daily 0.5

Reg. Lang. Daily 1.8 2.1

Radio Channel 4.8 2.8 6.6 English Movie Channel 3.1 15.1 6 Leading Websites 4

5 Reg. Lang. TV Channel 4.9 4.9

National Urdu Daily 10.7 7.8

TV News Channel 17.4 18.6

Youth 12-24 SEC A&B Total Urban Television is more interesting than people. If it were not, we would have people standing in the corners of our rooms.

Alan Corenk

a Television

Advertising And Media Industry Television Advertising And Media Industry

In normal times, television commands larger audiences than radio in most parts of Pakistan. According to the marketing research organization Gallup Pakistan, there were 86 million television viewers in the country in 2009. Of these, 52 million - more than 60% - lived in rural villages. The number of rural viewers has increased massively in recent years, mainly due to electrification in the countryside.

Pakistan Electronic Media Regulatory Authority (PEMRA) was established in 2002 with the charter to establish a new vision of electronic media in the private sector. PEMRA has entered into 10th year of its existence. It is indeed a privilege to work for the organization which has done a tremendous service to the country for promotion of free media through induction of private sector in a big way on merit. The electronic media which once was in shackles of the government control is absolutely free paralleled with any other democratic country. A great number of television channels and radio stations have been allowed in the country which offers diversified choice to the people for access to current affairs, education and entertainment.

In total Pakistan has 49 TV channels of which 15 are news channels, 32 primarily entertainment and two religious.

In 2009, Gallup Pakistan reckoned that 48 million people – just over half of all TV viewers – watched terrestrial television. That meant effectively that they were watching PTV. However, since the liberalization of broadcasting in 2002, PTV has experienced stiff competition from private satellite and cable broadcasters, particularly in urban areas. TV Channels

A Plus Din News Jinnah TV Royal TV AAG Dunya TV Entertainment K-2 Roze TV AAJ Entertainment Dunya TV News Kashish SabzBaat TV AAJ NEWS Express English Khyber News Sachal Music A-Lite Express Entertainment KOOK Sachal TV APNA Channel Express Music KTN Samaa TV APNA News Express News KTN News Sindh TV News Aruj TV Film World Labbaik TV Sohni Dharti ARY Digital Geo English Masala TV Star Asia ARY News Geo Entertainment Mashriq TV Style 360 ARY Zouq Geo News Mehran TV Sun Biz ATV Haq TV Mirror Television TV ONE AVT Khyber Health Channel News ONE Value TV Awaz TV Herald Entertainment Oxygene Vibe Business Plus Herald News OYE VSH TV CHANNEL 5 Hope Pakistan Children TV VTV-1 (Virtual University) City -42 Hum TV Play TV VTV-2 (Virtual University) CNBC Pakistan Indus Music Punjab TV VTV-3 (Virtual University) Dawn News Indus Vision Ravi TV VTV-4 (Virtual University) Dharti TV Info TV Wikkid Plus ZAM Television WAQT Waseb TV Rohi 83 Channels

Landing Rights (Channels)

CNN STAR World Cartoon Network STAR Movies Halmark Star Sports AXN ESPN Discovery National Geographic Animal Planet Adventure 1 Nickelodeon Channel [V] HBO Sky News Ten Sports Fox News Filmazia BBC World Ujala TV The Musik Dhoom TV Fashion TV Starlite Sindh TV Geo Super Silver Screen

Total: 28 Channels TV Program Preference by Genre

76

68

56 57 51 44 46 42 43 39 36 33 32 32 32 31 30 31 27 26 23 22 21 18 15 17 15 14 14 13 8 8 9 5 5

Overall Men Women Food, Religion & Drama is the troika of women interest in TV Programming.

TV Program Preference by Age Group

78

62 63 56 57 57 56

49 45 46 42 40 41 39 34 33 33 31 32 32 29 30 30 26 22 23 21 22 21 21 21 19 18 18 16 16 17 15 17 14 15 11 11 11 9 10 7 8

Overall 12-24 25-44 45+

News, Religious & Talk Shows are the markedly preferred TV genre by elderly people. Exceeding average, Youngsters are highly inclined to get exposure of Movies, Music and Sports. TV Channels - Number Growth

90

80 82 83

70

60 56 50

40

30

20 20 10 3

0 2001 2003 2005 2009 2010

Pakistan Electronic Media Regulatory has issued licenses to 83 Satellite channels. PTV Home and PTV News are State owned terrestrial channels.

Television % (All Pakistan)

95.7 79.6 100

50 17.3 4.3 0.1 2.7 0.3 0.1

0

None 1 2 3 4

No. Of Black & White TV Owned No. Of Colour TV Owned Watching Television % (Time Band)

40 32.2 32.6 24.4 30 20 14 20 5.2 5.4 5.1 5.8 6.3 6.1 6.4 10.9 4.4 5.7 10 0.8 1.7 2.4 3.4 2.5 0.9 0.5 0.2 0.2 0

In Pakistan a Major portion of population own one Colored Television, and television is mostly watched during Prime Time.

TV Behavior - Genre Preference

60

50

40

30

20

10

0 Like A Lot Like Somewhat Dislike

News Infotainment Drama Movies Music Documentaries Religious Sports Foods Kids Talk Shows Entertainment

Most of the people in Pakistan (45.6%) Like to watch News and Drama Channels. Television (2010) - Ratings Share %

1% 1% 1% 3%

3% 2% 9% 1% 1% 37%

31% 10%

Terrestrial In-House Cable Infotainment/Entertainment Movies English Movies Urdu/Hindi

News Music Cooking Sports Children

Religious Regional

Terrestrial Channels have the highest ratings share, followed by Infotainment & Entertainment Channels.

Television (2010) - Market Share %

2% 1% 1% 5% 9% 4% 2% 15%

12%

2% 2%

45%

Terrestrial In-House Cable Infotainment/Entertainment Movies English Movies Urdu/Hindi

News Music Cooking Sports Children

Religious Regional

Infotainment/Entertainment have the highest Market Share, followed by In-House Cable. Advertising Rates For Major Channels

PTV Home

Time Band Rate Per Minute

7:00 AM to 8:00 AM 15,000 8:00 AM to 9: 00 AM 15,000 9:00 AM to 11:00 AM 20,000 11:00 AM to 12:00 PM 20,000 12:00 PM to 3:00 PM 20,000 3:00 PM to 4:00 PM 20,000 Karachi 20,000/- 4:00 PM to 5:00 PM Rigional Slot Lahore 15,000/- Rs. 40000/- for Network Islamabad 15,000/- Peshawar 5.000/- Quetta 2.500/- 5:00 PM to 6:00 PM 30,000 6:00 PM to 6:45 PM 30,000 6:45 PM to 7:10 PM 60,000 7:10 PM to 7:45 PM 100,000 7:45 PM to 9:00 PM 178,150 Fixed spot Before After Program 200% Extra of Ordinary Fixed Before News @ 9 Slot 200% Extra of Ordinary Last Fixed Before News 9 PM 300% Extra of Ordinary After News @ 9 PM 200% Extra of Ordinary During News @ 9 PM 250% Extra of Ordinary 9:30 PM to 10:00 PM 75,000 10:00 PM to 11:00 PM 60,000 11:00 PM to 12:00 AM 25,000 12:00 AM to 1:00 AM 10,000

Note: 1. The above offered rates are excluding of GST and including of Agency Commission. 2. PTV reserves the right to change the rates and conditions without prior notice. However, PTV will allow advertisers 15 days from the date of the announcement of change in rates and conditions, to cancel or ament their contracts. 3. Rates of Branding charges, scroll, logos, fixed position during programmes and island spots are subject to negotiations. PTV News

Time Band Tariff Rate per Discounted Rate for 60 seconds all agencies

7:00 AM to 8:00 AM 10,000.00 10,000.00 8:00 AM to 10:00 AM 15,000.00 10,000.00 10:00 AM to 11:00 AM 20,000.00 10,000.00 11:00 PM to 3:00 PM 10,000.00 10,000.00 3:00 PM to 6:30 PM 15,000.00 10,000.00 6:30 PM to 8:00 PM 40,000.00 25,000.00 8:00 PM to 10:00 PM 40,000.00 25,000.00 10:00 PM to 1:00 AM 25,000.00 15,000.00 1:00 AM to 7:00 AM 7,500.00 5,000.00

ATV

Spot Rates Per Minute Time Slot Rate per minute 07:00 am - 11:59 am 30,000 + GST 12:00 pm - 02:59 pm 25,000 + GST 03:00 pm - 04:59 pm 30,000 + GST 05:00 pm - 05:59 pm 50.000 + GST 06:00 pm - 06:59 pm 90,000 + GST 07:00 am - 09:59 am 175,000 + GST 10:00 pm - 11:59 pm 60,000 + GST 12:00 am - 06:59 am 15,000 + GST

Geo News

Time Slot Rack Rates Time Slot Rack Rates

00:00-0059 50,000 1200-1259 30,000 0100-0159 15,000 1300-1359 30,000 0200-0259 8,750 1400-1459 30,000 0300-0359 8,750 1500-1559 30,000 0400-0459 8,750 1600-1659 30,000 0500-0559 8,750 1700-1759 30,000 0600-0659 8,750 1800-1859 40,000 0700-0759 20,000 1900-1959 95,000 0800-0859 30,000 2000-2059 165,000 0900-0959 30,000 2100-2159 220,000 1000-1059 30,000 2200-2259 135,000 1100-1159 30,000 2300-2359 70,000 Geo Entertainment

Time Slot Rack Rates Time Slot Rack Rates

00:00-0059 13,750 1200-1259 16,000 0100-0159 7,500 1300-1359 16,000 0200-0259 7,500 1400-1459 16,000 0300-0359 7,500 1500-1559 16,000 0400-0459 7,500 1600-1659 16,000 0500-0559 7,500 1700-1759 16,000 0600-0659 7,500 1800-1859 40,000 0700-0759 7,500 1900-1959 90,000 0800-0859 7,500 2000-2059 150,000 0900-0959 25,000 2100-2159 105,000 1000-1059 25,000 2200-2259 50,000 1100-1159 17,500 2300-2359 75,000

Terms & Conditions: 1. Agency discount applicable. 2. Prices are subject to GST and inclusive of agency commission. 3. Above rates are not applicable on special occasions, special transmissions and special events. 4. For government client/advertiser PKR 200,000/- will be applicable on all time bands and 30% discount will be applicable. 5. IMC reserves the right to change rates at any point of time. However, agreed discounts with the agency/client will be applicable on the revised rates. 6. Standard terms and conditions will apply to all businesses conducted with IMC.

Aag Tv

Part of the day Time Band RockRate per miniute

Late night 01:00-06:59 10,000 Early day 07:00-12:59 10,000 Late day 13:00-18:59 20,000 Prime time 19:00-00:59 30,000

Terms & Conditions: 1. Above rates are not applicable on special occasions, special transmissions and special events. 2. Agency commission applicable. 3. Fixed position will be charged premiums. 4. Branding and co-sponsorship packages will be floated seperately. 5. All business conducted with INCL is subject to the standard terms and conditions available at GEO’s website, i.e. www.geo.tv ARY Digital

TIME SLOT Rate per Minute 9:00 am to 11:30 am 60,000 11:30 am to 4:00 pm 50,000 4:00 pm to 6:00 pm 60,000 6:00 pm to 7:00 pm 80,000 7:00 pm to 8:00 pm 125,000 Bulbullay (Sunday’s at 7:30 pm - 8:00 pm) 160,000 8:00 pm to 10:00 pm 190,000 10:00 pm to 11:00 pm 125,000 11:00 pm to 1:30 am 60,000 1:30 am to 9:00 am 30,000

ARY News ARY ZAUQ

Time band Rate per min Time bands Effective Rates per minute 01:00 - 07:59 15,000 08:00 - 11:00 20,000 08:00 - 10:59 20,000 + GST 11:00 - 15:59 15,000 11:30 - 22:30 25,000 + GST 16:00 - 17:59 15,000 22:30 - 00:00 20,000 + GST 18:00 - 18:59 30,000 00:00 - 07:59 15,000 + GST 19:00 - 19:59 40,000 20:00 - 22:59 100,000 Advertisement Tariff Rs. 35,000 per minute + GST 23:00 - 23:59 40,000 00:00 - 00:58 20,000

ARY Musik HBO

Commercial Air Time Rates - RODP(s) RODP(s) Rates Time Band Rate of per minute Time Bands Rate CAT 09:00 - 12:00 15,000/- 0700-1600 hrs Rs. 15,000/- 60 seconds 12:00 - 17:00 20,000/- 1600-1800 hrs Rs. 15,000/- 60 seconds 17:00 - 20:00 25,000/- 1800-2000 hrs Rs. 25,000/- 60 seconds 20:00 - 23:00 30,000/- 2000-2300 hrs Rs. 35,000/- 60 seconds 23:00 - 1:00 25,000/- 2300-0100 hrs Rs. 15,000/- 60 seconds 1:00 - 3:00 20,000/- 0100-0700 hrs Rs. 15,000/- 60 seconds 3:00 - 9:00 15,000/- News One

Regular Transmission Time Band Package Hours Rates Per Minute 08:00 to 12:00 Power Morning 4 30,000/- 12:00 to 18:00 Power Recharge 6 20,000/- 18:00 to 20:00 Power Ignition 2 50,000/- 20:00 to 21:00 Power Zone1 1 80,000/- 21:00 to 23:00 Power Zone2 2 100,000/- 23:00 to 00:00 Power Zone3 1 80,000/- 00:00 to 02:00 Power Night 2 25,000/- 02:00 to 08:00 Power Restart 6 10,000/-

Premium Transmission

Time/Tariff Band Specified Spots 10% additional charges on the above tariff of the timeslot.

Any Fixed Positioning of Spot 15% additional charges on the above tariff and Special Days/Events timeslot.

Premiums Positions Before Top of the Hour, Mid Hour Island Spot, Segment (Weather, Sports, Entertainment) & Island Spot.

TV One Indus Vision

Time Band Rate per minute Slot Time Band Rate 60” Spot 00:00 - 06:59 10,000 (Excl. GST) 07:00 - 09:59 15,000 Morning 09:00 - 14:00 15,000 10:00 - 12:59 35,000 Matinee 14:01 - 17:59 15,000 13:00 - 17:59 25,000 Pre Prime Time 18:00 - 19:29 30,000 18:00 - 18:59 50,000 Prime Time 19:30 - 21:59 70,000 19:00 - 19:59 70,000 Post Prime Time 22:00 - 23:29 25,000 20:00 - 21:59 110,000 Late Night 00:00 - 08:59 10,000 22:00 - 23:59 70,000

*30 % Discount for Government Clients Indus News

Slot Time Band Rate 60” Spot (Excl. GST) Morning 09:00 - 14:00 100,000 Matinee 14:01 - 17:59 100,000 Pre Prime Time 18:00 -19:29 100,000 Prime Time 19:30 - 21:59 100,000 Post Prime Time 22:00 - 23:29 100,000 Late Night 00:00 - 08:59 100,000

*30 % Discount for Government Clients

MTV G Ka Boom

Slot Time Band Rate 60” Spot Slot Time Band Rate 60” Spot (Excl. GST) (Excl. GST)

Morning 09:00 - 14:00 20,000 Morning 09:00 - 14:00 15,000 Matinee 14:01 - 17:59 20,000 Matinee 14:01 - 17:59 15,000 Pre Prime Time 18:00 -19:29 45,000 Pre Prime Time 18:00 -19:29 40,000 Prime Time 19:30 - 21:59 80,000 Prime Time 19:30 - 21:59 70,000 Post Prime Time 22:00 - 23:29 45,000 Post Prime Time 22:00 - 23:29 40,000 Last Night 00:00 - 08:59 20,000 Last Night 00:00 - 08:59 15,000

*30 % Discount for Government Clients *30 % Discount for Government Clients

Hum TV Style 360 Slot Time Band (HRS) Rate per 60 Spot (Excl. GST) Time Slots Discounts Effective Rates Morning 09:00 - 14:00 Rs. 50,000/= 7:00 - 17:59 75% 15,000 Matinee 14:01 - 18:00 Rs. 50,000/= Pre Prime Time 18:00 - 19:30 Rs. 115,000/= 18:00 - 22:00 50% 30,000 Prime Time 19:30 - 22:00 Rs. 200,000/= Post Prime Time 22:00 - 00:00 Rs. 125,000/= 22:01 - 6:59 75% 15,000 Late Night 00:00 - 09:00 Rs. 15,000/= Tariff Rs. 60,000 per minute + GST Masala TV

Packages Annual Commitment Discounts Effective Rates

Super Mazedar 50 million Plus 60% 24,000 Maza hi Maza 30 million - 49.99 million 56% 26,400 Chatkharedar 10 million - 29.99 million 53% 28,200

Tariff Rs. 60,000 per minute

Express News

Time Band Old Tariff New Tariff

0000 - 0059 12000 15,000 0100 - 0159 4000 4,000 0200 - 0259 4000 4,000 0300 - 0359 4000 4,000 0400 - 0459 4000 4,000 0500 - 0559 4000 4,000 0600 - 0659 4000 4,000 0700 - 0759 4000 4.000 0800 - 0859 10000 15,000 0900 - 0959 10000 20,000 1000 - 1059 10000 20,000 1100 - 1159 10000 15,000 1200 - 1259 10000 15,000 1300 - 1359 10000 15,000 1400 - 1459 10000 15,000 1500 - 1559 10000 15,000 1600 - 1659 10000 15,000 1700 - 1759 10000 15,000 1800 - 1859 15000 15,000 1900 - 1959 40000 40,000 2000 - 2059 60000 80,000 2100 - 2159 10000 100,000 2200 - 2259 60000 80,000 2300 - 2359 25000 50,000 Business Plus

Business Prime Time Prime Time 9 a.m. to 4 p.m. 7 p.m. to 11 p.m. Off Prime Time

Rs. 18,000 24,000 12,000

Zaiqa Aaj TV

Prime Time Time Band Base Rate Multiplier Live Off Prime Time (per Minute)

Rs. 30,000 Rs. 24,000 00:00 - 10:00 1 10:00 - 17:00 3 17:00 -19:00 Rs. 25,000 + GST 4 19:00 - 23:00 6 23:00 - 00:00 5 30% Government Discount applicable on all time slots

Dunya

Time Band Rate per minute Time Band Rate per minute

00:00 - 00:59 10,000 16:00 - 16:59 12,000 01:00 - 01:59 5,000 17:00 - 17:59 15,000 02:00 - 02:59 5,000 18:00 - 18:59 15,000 03:00 - 03:59 5,000 19:00 - 19:59 35,000 04:00 - 04:59 5,000 20:00 - 20:59 90,000 05:00 - 05:59 5,000 (Monday till Thursday) “Khari baat with Lucman” 06:00 - 06:59 5,000 20:00 - 20:59 45,000 (Friday till Sunday) 07:00 - 07:59 8,000 21:00 - 21:59 70,000 08:00 - 08:59 12,000 22:00 - 22:59 36,000 09:00 - 09:59 12,000 (Monday till Thursday) 10:00 - 10:59 12,000 “Cross Fire” 11:00 - 11:59 10,000 22:00 - 22:59 20,000 (Friday till Sunday) 12:00 - 12:59 10,000 23:00 - 23:59 60,000 13:00 - 13:59 12,000 (Thursday till Sunday) 14:00 - 14:59 12,000 “Hasb e Haal” 15:00 - 15:59 12,000 23:00 - 23:59 25,000 (Monday till Wednesday)

Government Rate Rs.200,000/- per minute across all time bands. Samaa

Time Band Time Slot (hours) Tariff 60 Seconds (PKR) Morning 0701 - 1100 30,000 Mid-Morning - Afternoon 1101 - 1300 22,500 1 PM News 1301 - 1400 45,000 Late Afternoon 1401 - 1700 30,000 Evening News - Half Hour 1701 - 1730 30,000 Pre-Prime Time 1731 - 1930 45,000 Prime Time 1931 - 2205 75,000 Post Prime - Midnight 2206 - 0000 52,000 Post Midnight 0001 - 0100 30,000 Late Night 0101 - 0700 7,500

CNBC

Weekdays

Positions Early Morning Morning Prime Morning Prime Time Slots 09:00 a.m. - 09:30 a.m. 09:00 a.m. - 03:00 p.m. 03:00 p.m. - 05:00 p.m. Tariff Rates/60 Sec. Rs. 54,000 Rs. 56,000 Rs. 44,000

Positions Evening Prime P.M. Prime Late Night Time Slots 05:00 p.m. - 07:00 p.m. 07:00 p.m. - 11:00 p.m. 11:00 p.m. - 09:00 a.m. Tariff Rates/60 Sec. Rs. 76,000 Rs. 18,000

Weekends

Positions International Prime Afternoon Prime PM Prime Time Slots 12:00 midnight - 1:00 p.m. 01:00 p.m. - 05:30 p.m. 05:30 p.m. - 10:30 p.m. Tariff Rates/60 Sec. Rss. 18,000 Rs. 36,000 Rs. 44,000

Positions Late Prime Time Slots 10:30 p.m. - 12:00 Midnight Tariff Rates/60 Sec. Rs. 18,000

Fix Spot @ Rs. 45,000 APNA News Channel APNA Channel

Packages Rate Packages Rate

TVC Rs. 100,000/- per minute (Across FPC) TVC Rs.100,000/- per minute (Across FPC) Discounted Rate: Rs 40,000/- per minute Government: 120,000/-per minute Approved rates for Govt. clients: Rs. Scrolls Rs. 4800/- per airing, 60000/- per minutes 20 second scroll with animated graphics (Min 10 scrolls per day) On Public Service Massage 30% Discount would be offered Station Branding Rs. 4 million (all rates are exclusive of Government Time Band: 5.00 p.m. to 11.00 p.m. taxes) Branding Values: Classified Rs. 10000 each Telop Linking with a Host Scrolls Minimum 10 seconds Telop Logos Minimum 10 telop per day Association Telop Commercial Airtime Time bands: Fix Spots 8.00 a.m. to 12.00 p.m. 3.00 p.m. to 5.00 p.m. 12.00 a.m. to 8.00 a.m.

Infomercial Rs. 10,000/- per airing per day (min.10 airings of 10 sec) Waseb TV Scrolls Rs. 5000/- per 10 sec airing, 20 second scroll with animated graphics (Min 10 scrolls per day) Time Bands Rate

Station Branding Rs. 1500,000 01:00 - 06:59 29,400 Time Band: 5.00 p.m. to 11.00 p.m. 07:00 - 15:59 50,400 Branding Values: 16:00 - 19:59 67,200 20:00 - 21:59 108,000 Linking with a Host 22:00 - 00:59 67,200 Scrolls Logos Association Telop Commercial Airtime Fix Spots

Dhoom TV

Time Bands Rate

Off: Prime Time - 1(16:00 pm to 18:59 pm) Rs. 10,000/- Prime Time (19:00 pm to 21:30 pm) Rs. 20,000/- Off: Prime Time -2(21:30 pm to 23:59 pm) Rs. 12,000/- Midnight & Afternoon Rs. 8,000/- Semi Government Rates Prime Time Rs. 15,000/- Semi Government Rates N. Prime Time Rs. 10,000/- Semi Government Rates Off Time Rs. 5,000/- Kashish Music TV

Time Slot Base Rate Per Minute Mutliplier

06:00 a.m. - 09:59 a.m. 15,000 1 10:00 a.m. - 01:59 p.m. 15,000 1.5 02:00 p.m. - 04:49 p.m. 15,000 2 05:00 p.m. - 06:59 p.m. 15,000 2.5 07:00 p.m. - 08:59 p.m. 15,000 3 09:00 p.m. - 10:59 p.m. 15,000 2 11:00 p.m. - 01:59 a.m. 15,000 1.5 02:00 a.m. - 05:59 a.m. 15,000 1 02:00 a.m. - 05:59 a.m. 15,000

Vibe TV

Time Bands Rate per minute

01:00 - 07:59 5,000 08:00 - 11:00 6,000 11:00 - 15:59 8,000 16:00 - 17:59 7,000 18:00 - 18:59 8,000 19:00 - 19:59 8,000 20:00 - 22:59 15,000 23:00 - 00:59 5,000

Oxygene TV

Commercial Air Time Rates - RODP(s) Time Bands Rate CAT

0900 - 1800 hrs Rs. 15,000/- 60 Seconds 1800 - 2000 hrs Rs. 15,000/- 60 Seconds 2000 - 2300 hrs Rs. 20,000/- 60 Seconds 2300 - 0100 hrs Rs. 35,000/- 60 Seconds 0100 - 0900 hrs Rs. 15,000/- 60 Seconds

Government Air Time Rates Time Bands Offered Rates (60 seconds) 24 hours Tarrif Rate Special Discount (30%) Rs. 100,000/- + GST Rs. 70,000/- + GST KTN TV

Time Band Rate Per Minute

09:00 a.m. - 11:00 a.m. Rs. 25,000 + GST 11:00 a.m. - 01:00 p.m. Rs. 10,000 + GST 01:00 p.m. - 05:00 p.m. Rs. 15,000 + GST 05:00 p.m. - 06:00 p.m. Rs. 25,000 + GST 06:00 p.m. - 07:00 p.m. Rs. 32,000 + GST 07:00 p.m. - 10:00 p.m. Rs. 50,000 + GST 10:00 p.m. - 11:00 p.m. Rs. 32,000 + GST 11:00 p.m. - 12:00 a.m. Rs. 20,000 + GST 12:00 p.m. - 09:00 a.m. Rs. 10,000 + GST

Sindh TV News Punjab TV

Time Bands Rates Time Bands Rate 30” Spot (Excl. GST)

Prime Time Rs. 70,000/- (Per 60 Seconds) 09:00 AM - 10:59 AM Rs. 20,000/- Duration:- All time band 11:00 AM - 03:59 PM Rs. 75,000/- Scrolls & Logos Rs. 25,000/- (Per 10 Seconds) 04:00 PM - 06:59 PM Rs. 10,000/- 07:00 PM - 11:59 PM Rs. 20,000/- Island Spot Rs. 80,000/- (Per 60 Seconds) 12:00 AM - 08:59 AM Rs. 5,000/-

AVT Khyber

Time Bands Rates

Prime Time Rs. 24,000/- (per 60 seconds) Non Prime Time Rs. 18,000/- (per 60 seconds) Island Spot Rs. 30,000/- (per 30 seconds) Scroll & Logos (Prime Time) Rs. 5,000/- (per 10 seconds) Scroll & Logos (Non Prime Time) Rs. 3,500/- (per 10 seconds)

Prime Time Duration: 6:00 p.m. till 11:00 p.m. Non Prime Time: All time slots other than Prime Time Cartoon Network

Category PKR Rate/60”

RODP (0700 - 0900) 55,000

RODP (0900 - 1400) 36,000

RODP (1400 - 1800) 70,000

RODP (1800 - 2100) 90,000

ROS (0700 - 2200) 30,000

Category No. of Weeks Sponsorship Outlay

Blockbuster Toons 4 Weeks PKR 16 lacs

Super Toons 4 Weeks PKR 12 lacs

Prime Toons 4 Weeks PKR 9 lacs

Wonder Toons 4 Weeks PKR 7.5 lacs It is the province of knowledge to speak and it is the privilege of wisdom to listen.

Oliver Wendell Holmes

b Radio

Advertising And Media Industry Radio Advertising And Media Industry

Radio is a vibrant media in Pakistan and the dominant media in many rural areas where television does not penetrate because of the prohibitive transmission costs or simply a lack of electricity in rural households. In urban areas, radio is gaining in popularity, as people are too busy to watch television and often listen to the radio while driving to and from work.

In the cities, radio is popular as a source of music and entertainment, particular for affluent young people. Many of them listen to the radio on their mobile phones.

A BBC media audience survey of more than 4,000 people across Pakistan showed that radio stations of the state-run Pakistan Broadcasting Corporation (PBC) attracted big audiences in rural areas and among low income groups.

In Sindh, 52% of respondents from rural areas said they listened to the radio at least once a week. However, only 32% of respondents in urban areas of the province said they listened to radio regularly.

The state-owned Pakistan Broadcasting Corporation (PBC) still dominates radio in Pakistan and has the biggest audiences in the rural areas. PBC’s Radio Pakistan and FM 101 have by far the largest outreach with 31 stations that covers 80% of Pakistan territory, reaching 96.5% of the population and has 95.5 million listeners. Radio Stations

Stations Cities/Coverage

FM 100 Lahore, Islamabad, Rawalpindi, Karachi

FM 101 Islamabad, Quetta, Gawadar, Peshawar, Bannu, Kohat, Lahore, Rawalpindi, Faisalabad, Sialkot, Sargodha, Mianwali, Karachi, Hyderabad

FM 103 Lahore, Faisalabad, Multan, Karachi

FM 105 (Sachal) Karachi, Hyderabad, Quetta, Larkana, Nawabshah, Dadu, Mirpurkhas, Jacobabad, Chitral, Badin, Mitthi, Nausheroferoz, Sanghar, Shikarpur, Tandoallayar

FM 106.2 Islamabad, Karachi, Sukkhur, Lahore, Peshawar

FM 107 Karachi

FM 107.4 Lahore

FM 89 Islamabad, Lahore, Rawalpindi, Faisalabad, Karachi

FM 91 Islamabad, Gawadar, Lahore, Rawalpindi, Karachi

FM 94.6 Multan, Karachi, Lahore, Islamabad, Peshawar, Faisalabad

FM 96 Karachi

Josh FM 99 Karachi

Power FM 99 Islamabad

FM 105 (Awaz) Gujrat, Gujranwala, Sadiqabad, Sheikhupura, Khanpur, Bahawalpur, Bhalwal, Jhang, Pakpatan, Rajanpur

FM 88 Multan

Radio Pakistan AM Nationwide (State Owned) No. Of FM Radio Licenses

18

111

Commercial Educational

PEMRA has issued licenses to 129 Radio Stations.

Time Spent Listening To The Radio (%)

27 18 22 30 13 10 20 5 5 10 0 Less than 1-15 Mins 16-30 Mins 31-60 Mins 1-2 hours 3-4 hours 5+ hours a minute Listening To The Radio - Time Band

1.4 1.5 1.2 1.3 1.3 1.2 1.1 1 1 0.9 0.8 1 0.7 0.8 0.7 0.8 0.8 0.5 0.6 0.6 0.6 0.5 0.6 0.5 0.3 0.1 0.2 0

People who listen radio spend about 31 to 60 Minutes listening to Radio, and Radio Listening is highest during 21:00 HRS to 22:00 HRS.

Listening To The Radio - Source

5.6 4.8 6 4 0.6 0.7 0.4 0.2 0.3 0.1 0.1 0.1 2 0 Radio At Mobile In car Pocket In the On Internet On Tv At In factory Is attached Home Radio Set Radio public somebody with fan transport home

Place Of Listening By Time

6 4.7 3.4 3.7 4.3 4 2.7 2.1 2.1 2

0 06-09 09-12 12-15 15-18 18-21 21-00 00-06

Home Office Hotel/ restaurant On my way In the public transport In the car At shop

A major portion of people listen radio on their Mobile Radio Sets, and mostly listen to radio at home. Advertising Rates For Radio

Radio Pakistan

Spot Advertisement Rates

STATION 7 15 30 45 60 Seconds Seconds Seconds Seconds Seconds

World Service 600 1000 1500 1800 2000 Islamabad 600 1000 1500 1800 2000 Karachi 600 1000 1500 1800 2000 Lahore 600 1000 1500 1800 2000

Rawalpindi 300 500 750 900 1000 Multan 300 500 750 900 1000 Hyderabad 300 500 750 900 1000 Peshawar 300 500 750 900 1000 Faisalabad 300 500 750 900 1000 Quetta 150 250 400 450 500 Bahawalpur 150 250 400 450 500 Muzaffarabad 150 250 400 450 500 Khairpur 150 250 400 450 500 D. I. Khan 150 250 400 450 500 Khuzdar 150 250 400 450 500 Larkana 150 250 400 450 500 Gilgit 150 250 400 450 500 Skardu 150 250 400 450 500 Turbat 150 250 400 450 500 Loralai 150 250 400 450 500 Abbottabad 150 250 400 450 500 Chitral 150 250 400 450 500 Zhob 150 250 400 450 500 Sibi 150 250 400 450 500 Current Affairs 2800 4500 7000 8500 9500 FM 100

Radio Commercial & Programs

Rate Rate Rate Rate Rate Per minute 25 minutes 50 minutes 25 minutes 50 minutes STATION Commercial SPONSORSHIP SPONSORSHIP Branded Branded Time Program Program Program Program Network 12,000 27,000 50,000 40,000 78,000 Karachi 5,000 10,800 21,600 16,000 30,000 Lahore 4,000 9,000 18,000 13,000 24,000 Islamabad/Rawalpindi 3,000 8,500 17,000 11,000 20,000 Hyderabad 2,500 7,500 15,000 10,000 18,000

Day Branding & Road Show

Day Branding Rate Rate STATION Co Sponsorship 25 minutes 50 minutes (Time Dur: 12 hours) Road Show Road Show Network 300,000 70,000 125,000 Karachi 150,000 45,000 75,000 Lahore 125,000 35,000 65,000 Islamabad/Rawalpindi 125,000 35,000 55,000 Hyderabad 110,000 30,000 50,000

City 42

Timeslot Time Slot Rate Per Minute Discounted Rate

0000 hrs to 1000 hrs PST 8,000 1,500 1000 hrs to 1600 hrs PST 10,000 2,000 1600 hrs to 2000 hrs PST 20,000 4,000 2000 hrs to 0000 hrs PST 30,000 5,000 FM 89

Xtreme Hours 2 time Single time Single Time Band bands+time band+ time Network Spent Discount 2Time Bands Time Band within time Amount Rate 15% Pr band within time band within time 20% band 10% band 25% band 30%

000,000-299,999 4,350 _ 5,003 5,220 4,785 5,438, 5,655 300,000-399,999 4,350 3,915 4,502 4,698 4,307, 4,894 5,090 400,000-499,999 4,350 3,828 4,402 4,594 4,211 4,785 4,976 500,000-599,999 4,350 3,741 4,302 4,489 4,115 4,676 4,863 600,000-699,999 4,350 3,654 4,202 4,385 4,019 4,568 4,750 700,000-799,999 4,350 3,567 4,102 4,280 3,924 4,459 4,637 800,000-899,999 4,350 3,480 4,002 4,176 3,828 4,350 4,524 900,000-999,999 4,350 3,393 3,902 4,072 3,732 4,241 4,411 1,000,000-1,099,999 4,350 3,306 3,802 3,967 3,637 4,133 4,298 1,100,000-1,199,999 4,350 3,219 3,702 3,863 3,541 4,024 4,185 1,200,000-1,2,99,999 4,350 3,132 3,602 3,758 3,445 3,915 4,072 1,300,000-1,3,99,999 4,350 3,045 3,502 3,654 3,350 3,806 3,959 1,400,000-1,499,999 4,350 2,958 3,402 3,550 3,254 3,698 3,845 1,500,000-1,599,999 4,350 2,871 3,302 3,445 3,158 3,589 3,732 1,600,000-1,699,999 4,350 2,784 3,202 3,341 3,062 3,480 3,619 1,700,000- 4,350 2,697 3,102 3,236 2,967 3,371 3,506

Volatile

2 time Single time Single Time Band Network Spent Discount 2Time Bands bands+time band+ time Amount Rate 15% Pr Time Band within time band within time band within time 20% band 10% band 25% band 30% 250,000-349,999 3,650 3,285 3,778 3,942 3,614 4,106 4,271 350,000-449,999 3,650 3.212 3,694 3,854 3,533 4,015 4,176 450,000-549,999 3,650 3,139 3,610 3,767 3,453 3,924 4,081 550,000-649,999 3,650 3,066 3,526 3,679 3,373 3,833 3,986 650,000-749,999 3,650 2,993 3,442 3,592 3,292 3,741 3,891 750,000-849,999 3,650 2,920 3,358 3,504 3,212 3,650 3,796 850,000-949,999 3,650 2,847 3,274 3,416 3,132 3,559 3,701 950,000-1049,999 3,650 2,774 3,190 3,329 3,051 3,468 3,606 1,050,000-1,149,999 3,650 2,701 3,106 3,241 2,971 3,376 3,511 1,150,000-1,249,999 3,650 2,628 3,022 3,154 2,891 3,285 3,416 1,250,000-1349,999 3,650 2,555 2,938 3,066 2,811 3,194 3,322 1,350,000-1449,999 3,650 2,482 2,854 2,978 2,730 3,103 3,227 1,450,000-1,549,999 3,650 2,409 2,770 2,891 2,650 3,011 3,132 1,550,000- 3,650 2,336 2,686 2,803 2,570 2,920 3,037 Buzz Break 2 time Single time Single Time Band bands+time band+ time Network Spent Discount 2Time Bands Time Band within time Amount Rate 15% Pr band within time band within time 20% band 10% band 25% band 30% 100,000-149,999 2,225 2,003 2,203 150,000-199,999 2,225 1,891 2,080 200,000-249,999 2,225 1,780 1,958 250,000-299,999 2,225 1,669 1,836 300,000-349,999 2,225 1,558 1,713 350,000-399,999 2,225 1,446 1,591 400,000-449,999 2,225 1,335 1,469 450,000-499,999 2,225 1,224 1,346 500,000- 2,225 1,113 1,224

Prime Time

07:00 am to 12:00 noon & 05:00 pm to 09:00 pm

COMMERCIAL ADVERTISEMENT BRANDING SPONSORSHIP STATION Rate Per Minute 1/2 hour 1 hour 1 hour 2 hours Network (K,L & I) 7,500 32,000 50,000 30,000 50,000 Karachi 3,000 20,800 30,000 20,000 35,000 Lahore 2,500 16,000 25,000 16,000 30,000 Islamabad 2,000 12,000 20,000 12,000 22,000 Gawadar 1,000 7,500 12,000 10,000 18,000

Semi Prime Time

12:00 Noon to 05:00 pm & 09:00 pm to 12:00 midnight

COMMERCIAL ADVERTISEMENT BRANDING SPONSORSHIP STATION Rate Per Minute 1/2 hour 1 hour 1 hour 2 hours Network (K,L & I) 6,000 26,000 45,000 25,000 45,000 Karachi 2,500 18,000 26,000 18,000 32,000 Lahore 2,000 14,000 22,000 15,000 26,000 Islamabad 1,500 10,000 18,000 10,000 20,000 Gawadar 1,000 6,000 10,000 8,000 15,000 Off Prime Time

12:00 Mid-night to 07:00 am

COMMERCIAL ADVERTISEMENT BRANDING SPONSORSHIP STATION Rate Per Minute 1/2 hour 1 hour 1 hour 2 hours Network (K,L & I) 4,000 20,000 35,000 20,000 30,000 Karachi 1,500 15,000 25,000 15,000 25,000 Lahore 1,200 12,000 20,000 12,000 20,000 Islamabad 1,000 10,000 18,000 10,000 18,000 Gawadar 800 5,000 10,000 6,500 10,000

FM 92

Prime Time

06:00 am to 12:00 noon & 04:00 pm to 07:00 pm

COMMERCIAL ADVERTISEMENT BRANDING SPONSORSHIP STATION Rate Per Minute 1/2 hour 1 hour 1 hour 2 hours Combined (R-Kr) 3,500 18,000 30,000 20,000 35,000 Renalakhurd 2,000 10,000 18,000 12,000 20,000 Kasur 2,000 10,000 18,000 12,000 20,000

Semi Prime Time 12:01 noon to 3:59 pm & 07:01 pm to 10:00 midnight

COMMERCIAL ADVERTISEMENT BRANDING SPONSORSHIP STATION Rate Per Minute 1/2 hour 1 hour 1 hour 2 hours Combined (R-Kr) 3,000 15,000 25,000 18,000 30,000 Renalakhurd 1,800 9,000 15,000 10,000 18,000 Kasur 1,800 9,000 15,000 10,000 18,000

Off Prime Time 10:01 Noon to 05:59 am

COMMERCIAL ADVERTISEMENT BRANDING SPONSORSHIP STATION Rate Per Minute 1/2 hour 1 hour 1 hour 2 hours Combined (R-Kr) 2,500 13,000 20,000 15,000 25,000 Renalakhurd 1,500 7,500 12,000 8,500 15,000 Kasur 1,500 7,500 12,000 8,500 15,000 FM 96

Spot Advertising Sponsorship Of Programs

TIME SLOT 15 sec 30 sec 45 sec 60 sec PACKAGESBasic MULTIPLIER 1.00 1000030 2000060 0700-1000 1050 2100 3150 4200 Silver 1.25 12500 25000 1000-1600 870 1740 2610 3480 Gold 1.50 15000 30000 1600-2200 1050 2100 3150 4200 Platinum 1.75 17500 35000 2200-0000 870 1740 2610 3480 0000-0200 1050 2100 3150 4200 0200-0700 675 1350 2025 2700

FM 99

Segments Announcement Package Frequency/ Duration Duration Minutes @ per @ per Daily Basis Rs. per Offer day Segment/ Ad/day per day minute Segment month Day (in sec)

Time Check Time Check 1 Spot & Anncmnt. 14 490 210 4 4,000 1,000 14,000 420,000 Traffic Update Time Check 1 Spot & Anncmnt. 6 1,080 90 2 4,000 1,000 6,000 180,000 Weather Update Time Check 1 Spot & Anncmnt. 6 720 90 2 4,000 1,000 6,000 180,000 Flights Update Time Check 1 Spot & Anncmnt. 3 270 45 1 4,000 1,000 3,000 90,000 Trains Update Time Check 1 Spot & Anncmnt. 3 270 45 1 4,000 1,000 3,000 90,000 Foreign Curr. Update Time Check 1 Spot & Anncmnt. 2 180 30 1 4,000 1,000 2,000 60,000 Stock Exch. Update Time Check 1 Spot & Anncmnt. 2 480 30 1 4,000 1,000 2,000 60,000 Sports Update Time Check 1 Spot & Anncmnt. 2 480 30 1 4,000 1,000 2,000 60,000 News Update Time Check 1 Spot & Anncmnt. 6 2,160 90 2 8,000 2,000 12,000 360,000 Branded Songs Time Check Subject To Deal 3 720 45 1 5,000 1,250 3,750 112,500 Health Tips (first aid) Time Check 1 Spot & Anncmnt. 4 720 60 1 4,000 1,000 4,000 120,000 Traveling Tips Time Check 1 Spot & Anncmnt. 2 720 30 1 4,000 1,000 2,000 60,000 8290 795 59750 1,792,500 FM 103

Spots

Prime Time 06:00 am to 11:00 am & Family Time Family Time 04:00 pm to 11:00 pm 11:00 am to 04:00 pm & 11:00 am to 04:00 pm & Diamond Package Platinum Package Diamond Package Platinum Package Diamond Package Platinum Package STATION 60 Second 30 Second 60 Second 30 Second 60 Second 30 Second

Network Rs. 6,000/- Rs. 3,000/- Rs. 5,000/- Rs. 2,500/- Rs. 4,000/- Rs. 2,000/- Karachi Rs. 2,000/- Rs. 1,000/- Rs. 1,800/- Rs. 900/- Rs. 1,500/- Rs. 750/- Lahore Rs. 2,000/- Rs. 1,000/- Rs. 1,800/- Rs. 900/- Rs. 1,500/- Rs. 750/- Faisalabad Rs. 2,000/- Rs. 750/- Rs. 1,800/- Rs. 900/- Rs. 1,500/- Rs. 750/- Multan Rs. 2,000/- Rs. 750/- Rs. 1,800/- Rs. 900/- Rs. 1,500/- Rs. 750/-

Branding Program Prime Time 06:00 am to 11:00 am & Family Time Family Time 04:00 pm to 11:00 pm 11:00 am to 04:00 pm & 11:00 am to 06:00 pm & Diamond Package Platinum Package Diamond Package Platinum Package Diamond Package Platinum Package STATION 1 hour 1/2 an hour 1 hour 1/2 an hour 1 hour 1/2 an hour

Network Rs. 90,000/- Rs. 45,000/- Rs. 80,000/- Rs. 40,000/- Rs. 30,000/- Rs. 20,000/- Karachi Rs. 30,000/- Rs. 18,000/- Rs. 25,000/- Rs. 16,000/- Rs. 18,000/- Rs. 10,000/- Lahore Rs. 30,000/- Rs. 18,000/- Rs. 25,000/- Rs. 16,000/- Rs. 18,000/- Rs. 10,000/- Faisalabad Rs. 30,000/- Rs. 18,000/- Rs. 25,000/- Rs. 16,000/- Rs. 18,000/- Rs. 10,000/- Multan Rs. 30,000/- Rs. 18,000/- Rs. 25,000/- Rs. 16,000/- Rs. 18,000/- Rs. 10,000/-

Sponsored Program

Prime Time 06:00 am to 11:00 am & Family Time Family Time 04:00 pm to 11:00 pm 11:00 am to 04:00 pm & 11:00 am to 06:00 pm & Diamond Package Platinum Package Diamond Package Platinum Package Diamond Package Platinum Package STATION 1 hour 1/2 an hour 1 hour 1/2 an hour 1 hour 1/2 an hour

Network Rs. 70,000/- Rs. 35,000/- Rs. 60,000/- Rs. 28,000/- Rs. 25,000/- Rs. 15,000/- Karachi Rs. 20,000/- Rs. 12,000/- Rs. 18,000/- Rs. 10,000/- Rs. 10,000/- Rs. 6,000/- Lahore Rs. 20,000/- Rs. 12,000/- Rs. 18,000/- Rs. 10,000/- Rs. 10,000/- Rs. 6,000/- Faisalabad Rs. 20,000/- Rs. 12,000/- Rs. 18,000/- Rs. 10,000/- Rs. 10,000/- Rs. 6,000/- Multan Rs. 20,000/- Rs. 12,000/- Rs. 18,000/- Rs. 10,000/- Rs. 10,000/- Rs. 6,000/- NEWS SPONSORSHIP CRICKET MATCH LIVE UPDATE UPDATE Diamond Package Platinum Package Diamond Package Diamond Package Platinum Package Gold Package STATION 03 Months 01 Month 15 minutes 10 minutes 05 minutes

Network Rs. 2,100,000/- Rs. 800,000/- Rs. 35,000/- Rs. 34,000/- Rs. 22,000/- Rs. 12,000/- Karachi Rs. 550,200/- Rs. 225,000/- Rs. 12,000/- Rs. 8,500/- Rs. 5,500/- Rs. 3,000/- Lahore Rs. 550,200/- Rs. 225,000/- Rs. 12,000/- Rs. 8,500/- Rs. 5,500/- Rs. 3,000/- Faisalabad Rs. 550,200/- Rs. 225,000/- Rs. 12,000/- Rs. 8,500/- Rs. 5,500/- Rs. 3,000/- Multan Rs. 550,200/- Rs. 225,000/- Rs. 12,000/- Rs. 8,500/- Rs. 5,500/- Rs. 3,000/-

SONG LIVE TIME CHECK STATION DAY BRANDING STATION SPONSORSHIP ROAD SHOW Diamond Package 6:00 am to 2:00 am

Network Rs. 2,000/- Rs. 85,000/- Rs. 1,500/- Network Rs. 350,000/- Karachi Rs. 1,000/- Rs. 22,000/- Rs. 750/- Karachi Rs. 100,000/- Lahore Rs. 700/- Rs. 22,000/- Rs. 750/- Lahore Rs. 100,000/- Faisalabad Rs. 650/- Rs. 22,000/- Rs. 600/- Faisalabad Rs. 100,000/- Multan Rs. 650/- Rs. 22,000/- Rs. 600/- Multan Rs. 100,000/-

FM 104

7 am - 12pm & 4pm - 8pm Time Time BRANDING SPONSORSHIP Road Show (Prime Time) Checks Duration 15 Sec 30 Sec 45 Sec 60 Sec 30 Min 60 Min 30 Min 60 Min 30 Min 60 Min 1.25 Sec

Sialkot 500 1000 1500 2000 8,500 15,000 5,000 10,000 22,000 35,000 1000 Peshawar 400 800 1200 1600 7,000 12,000 4,000 8,000 22,000 35,000 1000 Mardan 400 600 800 1000 4,500 7,500 2,000 5,000 15,000 25,000 500 Mansehra 400 800 1200 1600 7,000 12,000 4,000 8,000 15,000 25,000 500 Bannu 500 1000 1500 2000 8,500 15,000 5,000 10,000 Not offered Not offered 1000 Network 2,200 4,200 6,200 8,200 35,500 61,500 20,000 41,000 74,000 120,000 4000 12 pm - 4pm & 8pm - 7am Time Time BRANDING SPONSORSHIP Road Show (Normal Time) Checks Duration 15 Sec 30 Sec 45 Sec 60 Sec 30 Min 60 Min 30 Min 60 Min 30 Min 60 Min 1.25 Sec

Sialkot 400 800 1200 1800 7,000 13,500 3,000 5,500 16,000 28,000 800 Peshawar 300 600 900 1200 6,000 11,000 2,000 4,000 16,000 28,000 800 Mardan 200 400 600 800 3,500 6,500 1,000 3,000 10,000 15,000 350 Mansehra 300 600 900 1200 6,000 11,000 2,000 4,000 10,000 15,000 350 Bannu 400 800 1200 1800 7,000 13,500 3,000 5,500 Not offered Not offered 800 Network 1,600 3,200 4,800 6,800 29,500 45,000 11,000 21,500 52,000 86,000 3100

FM 105

Duration 60 sec

Karachi 800/- Hyderabad 500/- Larkana 300/- Nawabshah 300/- Dadu 300/- Mirpurkhas 300/- Jacobabad 300/- Mitthi 300/- Badin 300/- Sanghar 300/- Shikarpur 300/- Nausheroferoz 300/- Quetta 300/- Chitral 300/- Total 4,900/- Network Combined 2,500/- FM 105

CAT Tariff TIME BAND PRIME TIME OFF PRIME TIME STATION Base Rate Multiplier Base Rate Multiplier Network 4,650 3.0 3,350 3.0 Karachi 2,300 3.0 1,950 3.0 Lahore 1,800 3.0 1,450 3.0 Islamabad 1,300 3.0 1,050 3.0 Peshawar 1,100 3.0 900 3.0 Sukkur 925 3.0 800 3.0

Prime Time 07:00 hrs to 10:00 hrs, 17:00 hrs to 21:00 hrs, 22:00 hrs to 00:00 hrs Off Prime Time 10:00 hrs to 17:00 hrs, 21:00 hrs to 22:00 hrs, 00:00 to 07:00

Program Sponsorship Tariff TIME BAND PRIME TIME OFF PRIME TIME STATION 1/2 hour 1 hour 1/2 hour 1 hour Network 30,000 55,000 25,500 44,500 Karachi 15,000 25,000 10,750 20,500 Lahore 8,000 14,000 6,500 12,500 Islamabad 6,000 10,000 4,500 7,500 Peshawar 5,000 9,000 3,500 6,000 Sukkur 4,000 7,000 2,500 4,500

Transmission Branding Tariff TIME BAND 07:00 hrs to 00:00 hrs 07:00 hrs to 19:00 hrs 16:00 hrs to 22:00 hrs STATION 17 hours 12 hours 6 hours Network 650,000 500,000 400,000 Karachi 275,000 225,000 175,000 Lahore 165,000 135,000 105,000 Islamabad 135,000 115,000 85,000 Peshawar 125,000 100,000 75,000 Sukkur 100,000 60,000 50,000

7 promos daily one week prior to the event. Commercial Air Time: 17 hrs = 20 min, 12 hrs = 13 min, 06 hrs = 07 min 60% CAT to be utilized within same day and 40% in next 3 days. FM 107

TIME BAND DURATION FROM TO 15 sec 30 sec 60 sec 12:00 am 6:00 am 456 913 1825 6:00 am 8:00 am 877 1756 3510 8:00 am 12:00 pm 1724 3448 6895 12:00 pm 5:00 pm 1116 2231 4462 5:00 pm 8:00 pm 1853 3706 7410 8:00 pm 12:00 am 1267 2536 5070 There are only two forces that can carry light to all the corners of the globe... the sun in the heavens and the Associated Press down here.

Mark Twain

c Press

Advertising And Media Industry Press Advertising And Media Industry

The print media is the oldest media in Pakistan, dating back to before independence. For many years newspapers were the only privately owned media that took an independent and critical stand towards the state authorities.

There are three major players on the print media market and in the media market in general. The Jang Group of Newspapers is Pakistan’s largest media group and publishes the Urdu language Daily Jang, The News International, Mag Weekly, and Awam. The group tends has at a moderate conservative perspective.

The organization All Pakistan Newspapers Society (APNS) represents major newspaper publishers and owners and is dominated by the media moguls. It was founded in 1953 by the major pioneering editors and publishers of the day to facilitate the exchange of views between editors and to protect the rights of newspapers. Today, APNS’s primary objective is to safeguard the commercial interests of its membership. If an advertiser defaults on payment, the newspaper company complains to the APNS. With 243 members, APNS will then pressure the company or the ad agency to either pay or be blacklisted.

The newspaper market is dominated four large media groups which also have major interests in radio and television:

* Jang Group owns Pakistan’s top selling newspaper, the Urdu language Daily Jang, and The News, a large circulation English language daily.

* Dawn Group owns The Dawn, Pakistan is the largest circulation English language newspaper.

* Nawa-e-Waqt Group owns Nawa-e-Waqt, a mass circulation Urdu newspaper, and The Nation, its English language counterpart * Lakson Group, a diversified industrial and commercial conglomerate, owns the Urdu- language Daily Express and English-language Express Tribune newspapers.

The three biggest news agencies in Pakistan are:

*Associated Press of Pakistan (APP) www.app.com.pk which is government-controlled *Pakistan Press International (PPI) http://www.ppinewsagency.com/ the main independent rival of APP. It employs 300 staff in several bureaus across the country. *United Press of Pakistan (UPP), a private sector news agency which supplies information to many newspapers and government departments Newspapers & Periodicals

Year Dailies Weeklies Forthnightlies Monthlies Quarterlies Rest Total

1999 269 451 90 651 64 46 1,571 2000 153 183 60 331 44 44 815 2001 168 151 52 309 39 44 763 2002 169 155 47 311 23 15 720 2003 204 219 89 389 34 6 945 2004 291 347 105 517 10 9 1,279 2005 438 508 141 775 64 71 1,997 2006 370 377 80 503 68 66 1,464 2007 437 463 92 686 71 71 1,820 2008 324 292 52 502 26 3 1,199

2500

2000

1500

1000

500

0

Dailies Weeklies Fortnightlies Monthlies Quarterlies Rest

In Pakistan, Monthlies come at top followed by Dailies and Weeklies. Newspaper Sections By Gender

50 47 43 38 39 39 37 37 36 34 31 31 29 27 27 28 25 21 22 21 22 23 19 20 19 16 16 15 15 16 13 14 11 13 12 13 7 7 8

Overall Men Women

Women challenged men supremacy only with their higher interest in Religious & Educational sections of Newspaper.

Newspaper Sections By Age Group

4849 47 44 43 42 41 42 39 37 38 35 36 34 33 31 33 29 30 28 27 28 27 25 23 21 23 22 23 21 20 19 1717 1717 17 1817 17 1615 15 16 13 13 12 11 111011 12

Overall 12-24 25-44 45+

To reach out to younger audience, chose Sports, Science, Showbiz and Education pages for advertisement and advertorials Time Spend Reading Newspapers (%)

30 30 25 30 20 8 7 1 0.3 10 0 Less than a 1-15 Mins / 16-30 Mins / 31-60 Mins / 1-2 hours / 3-4 hours / 5+ hours / minute /day day day day day day day

Frequency of Reading Newspapers (%)

64.4 100 14.6 1.8 3.4 7.5 8.3 50 0

Mostly people spend 16 to 60 minutes of their time reading newspapers and on average 14.6 % people read newspaper everyday. Advertising Rates For Newspapers

Principal Urdu Dailies

Daily Place Telephone No. Casual Rate Extra Charges Per col. cm. Front Back Rs. Page Page

Aaj Peshawar 2570501 500 100% 50% Aaj Kal Karachi 111-777-000 550 200% 100% Lahore 111-777-000 650 200% 100% Islamabad 111-777-000 550 200% 100% Al-Akhbar Islamabad 4438860 600 150% 75% Amn Karachi 2634451 500 100% 50% Ausaf Islamabad 2279881 600 200% 100% Beopar Karachi 2630785 500 100% 50% Business Report Faisalabad 629668 700 100% 50% Din Karachi 2631333-5 400 200% 100% Din Lahore 5883540-9 650 200% 100% Din Rawalpindi 598306 350 200% 100% Express Karachi 5800052 900 200% 100% Lahore 5878700 600 200% 100% Islamabad 2879123 525 200% 100% Multan 4783344 400 200% 100% Faisalabad 2637304-5 450 200% 100% Peshawar 2654226 350 200% 100% Gujranwala 3733712-3 435 200% 100% Sargodha 719993 275 200% 100% Rahim Yar Khan 5887956 275 200% 100% Sukkur 5633472 275 200% 100% Quetta - 275 200% 100% Combined - 3570 200% 100% Intekhab Hub 303536 500 100% 50% Jang (Weekdays) Karachi 2637111 1360 200% 100% (5% extra on Major Lahore 6367480 1300 200% 100% National Holidays) Rawalpindi 5962444 950 200% 100% Quetta 841078 530 200% 100% Multan 547970 450 200% 100% Combined - 3550 150% 100% Jang (Sunday) Karachi 2637111 1565 200% 100% Lahore 6367480 1495 200% 100% Rawalpindi 5962444 1090 200% 100% Quetta 841078 610 200% 100% Multan 547970 520 200% 100% Combined - 3905 150% 100% Jinnah Lahore 111-448-844 900 200% 100% Islamabad 111-448-844 700 200% 100% Jasarat Karachi 2630391 550 200% 100% Jurrat Karachi 2637641 950 150% 100% Khabrain Karachi 111-558-855 500 200% 100% Lahore 111-558-855 950 200% 100% Islamabad 111-558-855 700 200% 100% Multan 111-558-855 600 200% 100% Peshawar 111-558-855 400 200% 100% Sukkur 111-558-855 400 200% 100% Hyderabad 111-558-855 400 200% 100% Muzaffarabad 111-558-855 400 200% 100% Combined - 1800 200% 100% Principal Urdu Dailies

Daily Place Telephone No. Casual Rate Extra Charges Per col. cm. Front Back Rs. Page Page

Mashriq Quetta 2827345 550 100% 50% Peshawar 2651151 775 200% 100% Musawat Lahore 6371836 400 100% 50% Nawa-i-Waqt Lahore 111-222-007 1000 200% 100% Karachi 111-222-007 575 200% 100% Islamabad 111-222-007 750 200% 100% Multan 111-222-007 650 200% 100% Combined - 1850 200% 100% Pakistan Lahore 7576301 650 200% 100% Subh Peshawar 2323553 450 100% 50% Ummat Karachi 5655270 740 200% 100% Waqt Lahore 6367480 525 200% 100%

Principal Urdu Evening Dailies

Daily Place Telephone No. Casual Rate Extra Charges Per col. cm. Front Back Rs. Page Page

Aghaz Karachi 2722125 690 100% 50% Awam Karachi 2637111 600 50% 25% Awaz Lahore 6367480 550 150% 75% Inquilab Lahore 6367580 300 50% 25% Qaumi Akhbar Karachi 2633381 750 100% 50% Naya Akhbar Karachi 5805201 450 200% 100% Principal English Dailies

Daily Place Telephone No. Casual Rate Extra Charges Per col. cm. Front Back Rs. Page Page

Balochistan Express Quetta 2451981 450 100% 50% Balochistan Times Quetta 2821153 950 150% 100% Business Recorder Karachi 111-010-010 800 x x Lahore 111-010-010 700 x x Islamabad 111-010-010 600 x x Combined 111-010-010 1050 Rs.450 Rs.200 Daily Times (Weekdays) Karachi 111-777-002 650 100% 50% 10% extra on Sunday Lahore+Isd 111-777-002 850 100% 50% Combined - 1100 100% 50% Dawn (Weekdays) Combined 5670001 2200 150% 90% Dawn (Sunday) Combined 5670001 2900 150% 90% Financial Post Karachi 5381626 300 100% 50% Frontier Post Peshawar 270501 450 150% 75% Pakistan Observer Islamabad 2852027 500 100% 50% The Nation Lahore 111-123-540 650 150% 100% Islamabad 111-123-540 500 150% 100% Karachi 111-123-540 350 150% 100% Combined - 1200 150% 100% The News (Weekdays) Karachi 2637111 750 150% 100% (5% extra on Major National Lahore 6367480 750 150% 100% Holidays) Rawalpindi 5962444 720 150% 100% Combined 1500 150% 100% The News (Sunday) Karachi 2637111 805 150% 100% Lahore 6367480 805 150% 100% Rawalpindi 5962444 780 150% 100% Combined - 1800 150% 100% The Post Lahore 6285441 550 150% 100% Islamabad 111-558-855 450 150% 100% The Financial Daily Karachi 5311893 480 100% 50% Express Tribune Karachi 35800052 900 100% 50% Lahore 5878700 650 100% 50% Islamabad 2879123 600 100% 50% Combined - 2150 100% 50% Pakistan Today Karachi 34330859 - 1450 1025 Lahore 36298305 - 1450 1025 Combined 34330859 - 2050 1450 Principal Sindhi Dailies

Daily Place Telephone No. Casual Rate Extra Charges Per col. cm. Front Back Rs. Page Page

Awami Awaz Karachi 5672941 695 100% 50% Hilal-e-Pakistan Karachi 2624997 600 100% 50% Ibrat Hyderabad 2728703 800 Rs.600 Rs.400 Kawish Hyderabad 780026 900 Rs.800 Rs.500 Taameer-e-Sindh Karachi 2779980 470 100% 50% Sukkur 5625580 360 100% 50% Khabroon Karachi 111-558-855 450 200% 100% Sukkur 111-558-855 400 200% 100% Islamabad 111-558-855 350 200% 100% Combined 111-558-855 800 200% 100%

Principal Gujrati Dailies

Daily Place Telephone No. Casual Rate Extra Charges Per col. cm. Front Back Rs. Page Page

Millat Karachi 2620216 400 100% 50% Vatan Karachi 2401170 500 100% 50% Principal Pushto Dailies

Daily Place Telephone No. Casual Rate Extra Charges Per col. cm. Front Back Rs. Page Page

Wahdat Peshawar 2214154 600 100% 50% Khabroona Peshawar 2323553 400 100% 50%

Principal Urdu Weeklies

Weekly Place Telephone No. Ordinary Full Page B/W 4-colour Rs. Rs.

Akhbar-e-Jehan Karachi 2634673 x 150,000 Family Magazine Lahore 6367551 50,000 Nida-e-Millat Lahore 6367551 x 9,000 Takbeer Karachi 35655270 12,000 15,000

Principal English Weeklies

Weekly Place Telephone No. Ordinary Full Page B/W 4-colour Rs. Rs.

The Friday Times Lahore 5763510 x 166,500 Mag Karachi 2637111 x 35,000 Pakistan & Gulf Economist Karachi 5838572 20,000 30,000

Principal English Fortnightlies

Fortnightly Place Telephone No. Ordinary Full Page B/W 4-colour Rs. Rs.

Businessmen Karachi 2627222 Rs. 250 Rs.500 per cm per cm Money Magazine Karachi 5833438 x 20,000 Good Times Lahore 5763510 x 20,000 Computer World Karachi 5686240 20,000 36,000 Principal Urdu Monthlies

Monthly Place Telephone No. Ordinary Full Page B/W 4-colour Rs. Rs.

Aanchal Karachi 2628014 10,000 x Bawarchikhana Karachi 4531122-33 x 22,000 Cricketer Karachi 5805391 10,000 15,000 Dalda Ka Dastarkhawan Karachi 35304427 x 60,000 Dastak Karachi 4919321 10,000 15,000 Dastarkhawan Karachi 35805391 x 30,000 Dosheeza Digest Karachi 4930470 x 14,000 Jaltarang Multan 584364 8,000 12,000 Jasoosi Digest Karachi 5802552 9,000 x Khawateen Digest Karachi 2726617 22,000 x Kiran Digest Karachi 2726617 22,000 x Kitchen Karachi 2727222 x 18,000 Pakistan Post Karachi 5866750 10,000 15,000 Pakeeza Digest Karachi 5802552 8,000 8,000 Qaumi Digest Lahore 7576301 8,000 14,000 Sachchi Kahanyan Karachi 4939823 x 14,000 Sarguzisht Karachi 5802552 6,000 10,000 Sayyarah Digest Lahore 7245412 6,000 10,000 Shuaa Digest Karachi 2721777 22,000 x Super Star Dust Karachi 2767945 10,000 15,000 Suspense Digest Karachi 5802552 9,000 x Urdu Digest Lahore 7589957 10,000 15,000 Dar Digest Karachi 7725242 6,000 x Rewaj Karachi 617158 5,000 10,000 Shifa News Int Islamabad 4863199 x 18,000 Chef Special Lahore 7114507 x 25,000 Principal Urdu Monthlies For Children

Monthly Place Telephone No. Ordinary Full Page B/W 4-colour Rs. Rs.

Hamdard Naunehal Karachi 6616001 10,000 12,000 Phool Lahore 6367551 x 7,000 Go Go Karachi 5214012 5,000 8,000 Child Star Karachi 4126545 4,000 5,000 Nono Karachi 4856212 x 20,000 Suntra Karachi 5392846 x 10,000 Taleem-o-Tarbiat Lahore 111-626-262 9,500 14,000

Principal English Monthlies

Monthly Place Telephone No. Ordinary Full Page B/W 4-colour Rs. Rs.

@internet Karachi 5800052 14,000 25,000 Blue Chip Islamabad 2653160 50,000 75,000 Diva Karachi 5633438 - 20,000 Economic Review Karachi 5346791 16,000 25,000 Fashion Collection Karachi 5833438 - 25,000 Herald (Section -1) Karachi 5670001 - 62,000 (Section -2) - 57,000 (Section -3) - 45,000 Investment & Marketing Karachi 53104478 - 40,000 Newsline Karachi 5873947 15,000 33,000 She Karachi 5212544 14,000 27,000 Slogan Karachi 4521639 - 86,400 Spider Karachi 5670001 29,000 38,000 The Voice Islamabad 2653375 18,000 30,000 Women's Own Karachi 5805391 - 30,000 Food Line Karachi 4316529 - 24,000 World Time Lahore 7213318 - 18,000 Good Food Karachi 35805391 - 25,000 Principal Sindhi Monthlies/Fortnightlies

Monthly Place Telephone No. Ordinary Full Page B/W 4-colour Rs. Rs.

Affair (Fortnightly) Karachi 32711043 x 20,000 Naon Niapo (Monthly) Karachi 6803300 5,000 8,000 Ibrat (Fortnightly) Hyderabad 2728703 35,000 43,000 Hazar Dastan (Fortnightly) Hyderabad 2728703 6,000 10,000 Plreh (Fortnightly) Karachi 5222640 15,000 22,000 Surit (Monthly) Karachi 0345-2531415 5,000 10,000

Principal Quarterlies/Bi-Monthlies

Quarterly/ Place Telephone No. Ordinary Full Page Bi-Monthly B/W 4-colour Rs. Rs.

Aurora Karachi 5670001 - 87,000 Health & Beauty Karachi 5805391 - 25,000 Brides & You Lahore 5839463 - 30,000 Good Food Karachi 5805391 - 20,000 Jewel Time Karachi 2621000 - 20,000 Libas (Pak Edition) Lahore 5717364 - 30,000 Me & My Wedding Lahore 5871116 - 18,000 Visage Karachi 5861787 10,000 25,000 Food Line Karachi 453-112-233 - 24,000 Niche Lahore 6682535 - 36,000 Synergyzer Karachi 4551420 - 55,000 Faceon Lahore 5764413 - 18,000 Never in the history of cinema has a medium entertained an audience. It's what you do with the medium.

John Lasseter

d Cinema

Advertising And Media Industry Cinema Advertising And Media Industry

Cinema houses are currently the biggest source of entertainment for the public of Pakistan. Recently, it has been observed that the total number of cine goers have doubled due to the quality of movies being aired and opening of new cinema houses in various cities of Pakistan. Cinema houses are located in almost all the small towns as well as metropolitan cities.

Cinema industry in the current scenario has given the importance for the advertisers to employ this cost effective medium of publicity to the high, medium and low-income target market (cine goers). Vast target market ranges from low-income groups in small cinemas to high-income groups in large cinemas such as Cineplex, Atrium, Cinepax etc. No. Of Cinemas

Stations No. Of Cinema Stations No. Of Cinema

Abbottabad 1 Lahore 19 Abdul Hakeem 1 Mailsi 1 Abdul Hakim 1 Mardan 2 Attock 1 Mian Channu 1 Bhawalpur 3 Mingora 1 Bund Bosan 1 Mirpur (AK) 2 Chakwal 1 Mirpurkhas 2 Chicha Watni 1 Multan 12 DG Khan 1 Nowshera 1 Diera Nawab 1 Okara 4 Do Kota 1 Peshawar 9 Faisalabad 7 Quetta 2 Gujranwala 12 Rahim Yar Khan 2 Gujrat 4 Rawalpindi 13 Hafizabad 2 Risalpur 1 Hyderabad 3 Sahiwal 1 Jaranwala 2 Sanghar 1 Jhang 1 Sargodha 3 Kamonki 1 Sheikhupura 2 Khandkot 1 Sialkot 8 Karachi 32 Talamba 1 Khan Pur 1 Tando Adam 1 Khanewal 1 Wah Cantt. 1 Kohat 2 Wazirabad 1 Kotri 1

Total Number Of Cinemas 174 List Of Cineplexes

Karachi Cineplex-1 Sea view Clifton Karachi Cineplex-2 Sea view Clifton Karachi Cineplex-3 Sea view Clifton Karachi Cineplex-4 Sea view Clifton Karachi Cineplex-5 Sea view Clifton Atrium Cinema A Saddar, Atrium Mall Atrium Cinema B Saddar, Atrium Mall Atrium Cinema D (3D) Saddar, Atrium Mall Multan Rex-1 Main Road Multan Rex Gold Husain Agahi Multan Rex Silver Husain Agahi Multan Rex Junior Husain Agahi Lahore Cine Gold Bahria Town Lahore Cine Star Town Ship Lahore PAF Canntt, adjuscent to Defence

Rawalpindi Cine Pax Jinnah Road Rawalpindi Cine Pax-2 Jinnah Road Rawalpindi Cine Pax-3 Jinnah Park Rawalpindi Cine Pax-4 Jinnah Park Rawalpindi Cine Pax -5 Jinnah Park Leading Cinemas

City Cinema City Cinema

Karachi Atrium Cinema - A Lahore Cine Star Karachi Atrium Cinema - B Lahore Cine Gold Karachi Atrium Cinema - D Lahore PAF Karachi Cineplex - 1 Lahore Plaza Karachi Cineplex - 2 Lahore Metropole Karachi Cineplex - 3 Lahore Sozo World Karachi Cineplex - 4 Lahore Gulistan Karachi Cineplex - 5 Lahore Sozo Gold Karachi Nishat Gujranwala Roxy Karachi Prince Gujranwala Gulistan Karachi Capri Gujranwala Zinco Palace-1 Quetta Paradise Gujranwala Zinco Palace-2 Quetta Imdad Sialkot Gulistan Hyderabad New Majestic Faisalabad Taj Mahal-1 Hyderabad Bambino Faisalabad Taj Mahal-2 M. P. Khas Firdous Faisalabad Minerva Kotri Marvi Sargodha Shaheen Sanghar Sartaj Sargodha Khayyam Kandhkot Rex Rawalpindi Cine Pax-1 Tando Adam Rex Rawalpindi Cine Pax-2 R. Y. Khan Ahsan Rawalpindi Cine Pax-3 Khanewal Shabnum Rawalpindi Cine Pax-4 Bahawalpur Shama Rawalpindi Cine Pax-5 Multan Rex Rawalpindi Shaheen Multan Rex Gold Rawalpindi Ciros Multan Rex Silver Peshawar Aina Multan Rex Junior Peshawar Arshad Multan Rex Kashmir Mahal Peshawar PAF Multan Dreamland Peshawar New Sabrina Multan Capri Nowshera A.S.C Business Over The Years

8 crore 90 80 70 5 crore 60 50 3 crore 40 30 20 10 0 2008/2009 2009/2010 2010/2011 Promise, large promise, is the soul of an advertisement.

Samuel Johnson

e Outdoor

Advertising And Media Industry Outdoor Advertising And Media Industry

OOH in Pakistan has been experiencing unprecedented growth over the last few years. The vertical growth started in year 2001 and has maintained a steady average growth rate of 25% over the period of six years.

The OOH Industry in Pakistan is being run by over 500 Outdoor Vendors and around 400 Retail vendors which clearly indicates the fragmentation in the industry. The total number of site structures in Pakistan is more than 11,500 (a rough estimate by OOH experts).

The upward trend in the OOH industry has inspired innovation and introduction of new OOH mediums in the country such as building wraps, LED screens, Mobile Billboard, re-invention of trivision, Larger than Life Replica and Airscreen being the latest addition in the list of new outdoor mediums. Likewise more and more path-breaking ways are being introduced in retail displays like OCDs (over the counter display), In-store TV, LCD screens, Scroll signs, Pillar branding, shelf talkers and other POP displays.

OOH is one of the media not measured and the effectiveness can not essentially be measured by any source. Recently, a Consumer Multimedia Index (CMi) study by MEMRB has included OOH as one of the media, which now is an indication of the effectiveness of the medium to some extent. OOH Mediums

Outdoor

Spectaculars Hoardings Bus Shelters Welcome Signs Gantry Signs Pylon Signs Mopy Signs Building wraps Street furniture Pole signs Air Screens LED Screens Corrugated Signs Streamers Banners

Retail

Backlit, Frontlit & Unlit Shop Facia Awnings & Canopies Window & Door Graphics Backlit & Non-Backlit Shelf-Runners Wall, Ceiling, Staircase, Beam, Pillar, Floor graphics Pillar & Counter wraps Display stands, Gondolas & Dispensers Interior back-lit signs Shopping basket & Trolley branding Counter branding Posters Banners Flags Tin Shop Signs Reflective Shop Signs Illuminated Shop Signs Round Visibility Signs Wall Painting

OOH Exposure

25%

20%

K/L/I

15% Urban Rural 10% Pakistan Total

5%

0%

Floats Banner Posters Bunting Dangler Mopes Pole Signs Signage Streamer Digital Screen Branded Stalls Dispns/Flidge Shop BrandedBridge Banners Branded Shelves Branded Coolers/ Hoarding/BillboardsBus/Public Transport

Thematic Tactical

Preference Pakistan Total K/L/I Urban Rural

1 Poster Banner Banner Poster 2 Banner Hoarding/Billboard Poster Banner

3 Branded (Cooler/Dispns/Fridge) Poster Hoarding/Billboard Branded (Cooler/Dispns/Fridge)

4 Hoarding/Billboard Bus/Public Transport Branded (Cooler/Dispns/Fridge) Bunting 5 Bus/Public Transport Branded (Cooler/Dispns/Fridge) Bus/Public Transport Hoarding/Billboard 6 Shop Branded Signage Pole Signs Pole Signs Bus/Public Transport 7 Bunting Shop Branded Signage Shop Branded Signage Shop Branded Signage 8 Pole Signs Bridge Banners Bunting Pole Signs 9 Bridge Banners Streamer Streamer Branded Shelves 10 Streamer Bunting Bridge Banners Branded Stalls Never in the history of cinema has a medium entertained an audience. It's what you do with the medium.

John Lasseter

f Digital

Advertising And Media Industry Digital Advertising And Media Industry

There is still a high amount of dialup penetration in the country though the broadband and DSL networks have started to pick up. There is a need to conduct authentic researches in the market on a regular basis to judge audience's behavior and usage patterns. Introduction and implementation of proper measurement tools is also very important. The market is also falling behind as compared to other regions with respect to the implementation of standards. Mostly the audience is using the internet for communication and entertainment purposes (email, chat, downloads, etc). The market still lacks the presence of big portals in comparison with international portals like Yahoo!, MSN, Facebook, etc. Internet Connections

Year Internet Connection (Millions) No. of Internet Cities connected 1997-98 0.01 - 1989-99 0.20 - 1990-00 0.50 - 2000-01 0.80 - 2001-02 1.00 - 2002-03 1.60 1,350.00 2003-04 2.00 1,898.00 2004-05 2.10 2,210.00 2005-06 2.40 2,398.00 2006-07 3.50 2,419.00 2007-08 3.70 3,002.00 2008-09 3.50 - 2009-10 3.50 -

Internet Connections (Millions)

4.00

3.50

3.00

2.50

2.00

1.50

1.00

0.50

-

Internet Connections (Millions) The number of Internet connections increased at a super normal rate from the year 2005-06. Broadband Subscribers Subscribers

December 2008 267,180

March 2009 272,626

June 2009 413,809

September 2009 500,792

December 2009 643,892

January 2010 688,373

Broadband Subscribers

0.69 1 0.64

1 0.50

1 0.41

0 0.27 0.27

0

0

0

0 Dec 08 Mar 09 June 09 Sept 09 Dec 09 Jan 10

The number of broadband subscribers are increasing in Pakistan. Year Broadband Estimates

2010 1,080,000

2011 1,708,000

2012 2,710,000

2013 4,345,000

Broadband Subscribers (Estimated)

4.35 5

4

4

2.71 3

3

2 1.71

2 1.09

1

1

- 2010 2011 2012 2013

The number of broadband subscribers are increasing in Pakistan. Time Spent On Internet (%)

27 27 30 13 15 14 20 3 2 10 0 Less than a 1-15 Mins / 16-30 Mins / 31-60 Mins / 1-2 hours / 3-4 hours / 5+ hours / minute /day day day day day day day

Frequency (Internet Visit)

93.9 100

50 2.2 0.4 0.8 1.1 1.5

0 Every day 5-6 days 3-4 days 1-2 days Less than 1 day Not at all

Most of the Internet using population in Pakistan spends about 31 minutes to 2 hours on internet everyday. To effectively communicate, we must realize that we are all different in the way we perceive the world, and use this understanding as a guide to our communication with others.

Anthony Robbins Media Planning

And Research Media Planning And Research

Media Planning & Strategy

The goal of a Media Plan is to find a combination of media that will enable the marketer to communicate the message in the most effective manner possible at the minimum cost. For example, television may be required to implement certain types of creative campaigns.

A basic consideration that faces all Advertisers is the allocation of their Television Media Budget among network versus local or spot announcements.

The Purpose of Media Planning is to Conceive, Analyze, and Select Channels of Communication that will direct Advertising Messages to the right people in the right place at the right time. Increasing fragmentation of the audience - consumers are selective in choosing what to read, watch, and listen to.

As part of the process of developing media strategies and objectives, strategic media planning utilizes a marketing program coupled with the selection of specific media that will effectively and efficiently reach target audiences for a particular product or service.

Media Planning requires matching the target audience to the appropriate media. Selection of media is then made based on cost and benefit analysis.

In Strategic Media Planning, the Planner makes recommendations to the Client consisting of a combination of Media that will be most effective in reaching the target audience and the marketing objectives. Successful Media Planning requires the ability to identify, plan and act upon the best mix for the business. Media Research Needs

The population of a country changes over time and patterns in geographic location, gender, age, education and income tend to shift as well. These, along with the ever changing stimuli in the marketplace cause changes in behavioural patterns including likes and dislikes of different market segments.

Media Research can indicate key changes and trends while providing critical information about the business environment, competition, and customers.

Media Habits

The Establishment Survey conducted by Aftab Associates for the Pakistan Advertisers Society (PAS) in 1999, provides the first judicious basis for classifying the population from a commercial perspective. The Survey classifies Urban households (the Rural market was not covered in that study) not on the traditional basis of income, which was often wrongly assessed, but by taking into account the education of the head of household / housewife, and ownership of durables - factors which better reflect consumption behaviour and lifestyles.

Classification Rationale

Usage, income and lifestyle of a household co-relates to how educated the chief earner is, and what profession he has.

Reason for non income based Classification

Income can be over/understated Income data becomes obsolete fast Non-response is a problem Only official and legitimate income is stated Housewife may not know the income Can be an embarrassing question Profile of Socio Economic Classes

A1 Most Educated and Affluent Class 70% (CWEs) are post Graduate Most people with professional education like MBBS, MBA, CA lie in this class Self employed or employed professionals Medium / Large Businessmen or senior officers Executives in Govt.,private/public Ltd., Companies. 87% of Housewives are literate (40% Graduates or Post Graduates) Highest penetration of entertainment and household durables Highest usage of FMCGs Highest usage of PC, Internet, Credit Card and Mobile Phones Highest Income Segment High consumption of both electronic and print media. Highest newspaper readership Videos, English Movies, Elite Magazines can also be used to reach them.

A2 Well educated employed class 82% are post graduates Mostly Lower / Middle Executives or Officers 82% housewives are literate (27% graduate or post graduate) Highest penetration of household durables than lower classes Reachable through Urdu, English dailies TV viewership, Radio listenership and Magazine readership is substantial.

B Can be defined as Upper middle class Education level: FA/F.Sc. and Graduates (no post graduates) 50% Shopkeepers/ Small businessmen, 50% lower/middle officers, executives, supervisors. 78% housewives are literate (18% are graduate or post graduate) Substantial penetration of durables such as air conditioners, freezers, cooking range and 20” TV sets than lower classes 90% can be reached through electronic or print media. C Small Shopkeepers & Businessmen Majority of this class has education below Matric, some are graduates (17%) 68% housewives are literate (7% graduate or post graduate) Urdu newspapers, digests Television Radio are mediums through which this class can be reached

D Can be termed as Lower middle class Skilled workers,small shopkeepers and non-executive employees Education Level is mostly Matric and FA/F.Sc., 22% are illiterate 59% housewives are literate (3% graduate or post graduate) Usage of packaged edibles and FMCGs is moderate

E1 Majority of this class have basic schooling but below Matric (Matric 17%) Skilled/Unskilled workers and petty traders 50% housewives are literate (only 2% graduates) Owns basic durables such as B/W TV sets, bicycles and sewing machines etc. 70% are accessible through TV and Urdu newspapers

E2 88% Illiterate; None above Primary Unskilled/skilled workers and Petty Traders Only 25% housewives are literate (1% graduates) Usage of basic packaged items such as ghee, dishwashing soap, toilet soap and tea 60% are media accessible through television SEC Grid

Education

Less than School 5-9 OCCUPATION Illiterate Primary Years Matrlc Inter Graduate Post Grad

UNSKILLED WORKER E2 E2 E1 E1 D D C PETTY TRADER E2 E2 E1 E1 D C C SKILLED WORKER E2 E2 E1 D D C C NON-EXECUTIVE STAFF E2 E2 D D D C C SUPERVISORY LEVEL D D C C B B A2 SMALL SHOPKEEPER/BUSINESSMEN D D C C B B A2 LOWER/MIDDLE: EXECUTIVE OFFICER D C C C B B A2 SELF-EMPLOYED/ EMPLOYED PROFESSIONAL B B A2 A2 A2 A1 A1 MEDIUM BUSINESSMEN B A2 A2 A2 A2 A1 A1 SENIOR EXECUTIVE/ OFFICER B A2 A2 A2 A1 A1 A1 LARGE BUSINESS/FACTORY OWNER A2 A2 A2 A1 A1 A1 A1

There was only one Ad-Monitoring and Tracking Agency in the Media Market, Gallup Pakistan, but since the last few years, many new ventures have opened up. With the influx of Tracking Agencies, the Media Agencies have now an option to choose from.

Gallup Pakistan has still got an edge over others, as they have International Software made for Commercial Activity Monitoring, Advertising Monitoring Browser (AMB).

AMB is feature rich Internationally used software for Ad spend analysis on multiple dimensions and Tracking purposes for both TV and Print Media.

AMB can be linked with TV Ratings software (Reporter) to synchronize monitoring and ratings data for ad campaigns evaluations – Post-Buys.

Provides both summary and detailed reports for in depth analysis and useful insights, thus it can be used for planning and evaluation purposes. Gallup Diary Panel Composition National 5150 Urban 4350 Rural 800 Metros 1800 Karachi 950 Lahore 600 Rawalpindi/Islamabad 250 Large Cities 1050 Hyderabad 190 Quetta 250 Multan 225 Faisalabad 250 Peshawar 135 Small Cities & Towns1 500 Jacobabad 200 Sahiwal 200 Gujrat 150 Sargodha 150 Mardan 100 Pashin 150 Thatta 100 Rohri 150 Rajanpur 150 Kasur 150 Rural 800 Punjab 350 Sindh 230 NWFP 120 Balouchistan 100

Peoplemeter Ratings in Pakistan

Peoplemeter based TV Audience Measurement (TAM) panel has been a long awaited service in Pakistan. The project has been in the pipeline since 2001 but kept getting delayed due to various reasons. Finally in 2006, Pakistan Advertisers’ Society (PAS) and Pakistan Broadcasters’ Association (PBA) constituted an ‘Audience Measurement Technical Committee (AMTC)’ to invite fresh bids for the project and to make sure that the project is implemented expeditiously. The AMTC awarded the project to Medialogic Pakistan (Pvt.) Ltd. in Jan 2007 and the service began in Sep 2007. People Meter Panel Details

In the first phase, panel comprised of households from top 4 metros, i.e. Karachi, Lahore, Islamabad/Rawalpindi and Faisalabad. 5 more large cities were added in 2010 (Sukkur, Hyderabad, Multan, Gujranwala and Peshawar).

Panel Break Up SEC Representation

City Panel Home

Karachi 225 SEC A 10% Lahore 175 SEC B 14% Isb/Rwp 100 SEC C 21% Faisalabad 50 SEC D 25% Hyderabad 25 SEC E 30% Sukkur 25 Gujranwala 25 Total 100% Multan 25 Peshawar 25 Total 675

SEC Break Up

30% SEC E 31% 24% 25% SEC D 25% 22% 21% New Weights SEC C 18% 18% Initial Weights

14% Panel Break Up SEC B 16% 18% 10% SEC A 10% 18%

0% 10% 20% 30% 40% Quality is never an accident; it is always the result of intelligent effort.

John Ruskin Media Selling

And Production Media Selling And Production

Media Marketing Companies

Media Magic 223-A Street, G-I, Islamabad. Tel: (92-51) 2825194

Tricom Entertainment P.E.C.H.S Blk. 2, Karachi. Tel: (92-21) 34553247, 34391394

21st Century 1st floor, Shafi Court, Mereweather Road, Karachi. Tel: (92-21) 35821771

Eye Entertainment 11-A, Mohammad Ali Bogra Road, Bath Island, Karachi. Tel: (92-21) 35835341, 35835395

Creative Communication 119, 1st floor, Anum Blessings, Karachi. Tel: (92-21) 34313413

Vision World 3rd floor, Plot 15-C (above Subway), 4th Zamzama Boulevard, DHA, Phase-V Karachi. Tel: (92-21) 35835283-4 Sports Star International (SSI) 9-C. Lane 2, Zamzama Commercial, Off Clifton, Karachi. Tel: (92-21) 35834946

Media Max C-88, Main Karsaz Road, KDA - Scheme #1, Karachi. Tel: (92-21) 34313561-4

Eveready Eveready Chambers, 4th Floor, I.I. Chundrigar Road, Karachi. Tel: (92-21) 32634818.

Evernew 48-B, Mohammad Ali Housing Society, Karachi. Tel: (92-21) 34310336-8.

International Media Co-ordinators (IMC) 701, Azayam Plaza, 5-A, S.M.C.H.S, Shahrah-e-Faisal, Karachi. Tel: (92-21) 34553261, 34556179

Advision Communications (PVT) Ltd. Suite # 4-D, 4th floor, Rahat-Jo-Dero, Plot # 172-L, Blk. 2, PECHS, Tariq Road, Karachi. Tel: (92-21) 34544588

Mastermind (Mastermind (PVT) Ltd.) 16-C, Fl - F3, 2nd floor, Lane No. 5, Zamzama Commercial, DHA, Phase V, Karachi. Tel: (92-21) 35879502, 35836309, 35835632

Telebiz Productions Bungalow No. A-6, Ground floor, Mohammad Ali Bogra Road, Bath Island, Karachi. Tel: (92-21) 35860744, 35875496

One Window Marketing 16th Park Lane Tower, Mall of Lahore, Lahore. Tel: (92-42) 36622320-19 Media Representatives for Satellite Channels

Ten Sports 1st Floor, Office# 111, Sidco Avenue Centre, Ingle Road, Opp. YMCA, Saddar, Karachi, Pakistan. Tel: (92-21) 35693457-9 Fax: (92-21) 35671187

Media Max (Pvt.) Ltd C-88, Main Karsaz Road, K.D.A., Scheme # 1, Karachi. Tel: (92-21) 34382082-85 Fax: (92-21) 34382086

Independent Media Group (IMG) Landmark Plaza, 7th Floor, II Chundrigar Road, Karachi. Tel: (92-21) 32629671, 32629698 Fax: (92-21) 32629672.

Eye Television 10/11, Hassan Ali Street, Off I I Chundrigar Road, Karachi. Tel: 111-486-111 Fax: (92-21) 32219627.

Sony Media Access 407, Trade Tower, Abdullah Haroon Road, Karachi. Tel: (92-21) 35689345, 35689348 Fax: (92-21) 35683225

Indus TV Network 2nd Floor, Shafi Court Building, Mereweather Road Karachi. Tel: 35652284-5 Fax: (92-21) 35652285

Airwaves Media (Pvt.) Ltd. TV One & Waseeb TV, 94 JCHS, Tipu Sultan Road, Block 7/8, Karachi. Tel: (92-21) 34559320-25

KTN & Kashish KTN Production, 6-9, Mezzanine Floor, West Point Tower, DHA, Phase II, Ext. Main Korangi Road, Karachi. Tel: 111-586-111 Fax: (92-21) 35883482 ARY Network 6th Floor, Madina City Mall, Abdullah Haroon Road, Saddar, Karachi. Tel: 111-279-111 Fax: (92-21) 35657314

Strategic Alliance Ehtesham Centre, Building # 121/1, 3rd Floor, Main Korangi Road, Phase I, DHA, Karachi. Tel: (92-21) 35387126 Fax: (92-21) 35387358

Recorder Television Network 531, Recorder House, Business Recorder Road, Karachi. Tel: 111-010-010 Fax: (92-21) 32237067

Aurora Broadcaster 11 Dockyard Road, West Wharf, Karachi. Tel: 111-11 44 55 Fax: (92-21) 2311077

CNBC Pakistan CNBC Pakistan, Techno City, Corporate Towers, 15th Floor, Altaf Hussain Road, Off I.I. Chundrigar Road, Karachi. Tel: 111-262-275 Fax: (92-21) 32270849

Dolphin Media 1st Floor, 84-C, 11th Commercial Street, Phase II, Ext. DHA, Karachi. Tel: (92-21) 35396731-32 Fax: (92-21) 35396713

AVT Khyber C–8, Kehkashan Scheme V, Clifton Block 2, Karachi. Tel: (92-21) 35374395-97 Fax: (92-21) 5374424.

Apna TV & Kook 12th Mezzanine Floor, West Point Tower, Phase II Ext. DHA, Karachi. Tel: (92-21) 35392596-98 Fax: (92-21) 35888851

Sun Biz V3-1, Country Club Apartment, Saba Avenue, Seaview, DHA, Karachi. Cell: 0321-32677726. TV Commercials Producers / Sound Studios

Adiot.com European TVCs - Footage, 23, Naz Chamber, Shahrah-e-Liaquat, Karachi. Cell: 0345-33225688 www.adiot.com

Ambience Films 10 K, Block 6, P.E.C.H.S., Karachi. Tel: (92-21) 34526390

Azad Films Plot C-32, 26 Street, Tauheed Commercial Area, Phase V, DHA, Karachi. Tel: (92-21) 35375301

Commercial Films 5-J, Block-6, P.E.C.H.S., Karachi. Tel: (92-21) 34521529, 4541436

Complete Sound Service 2/2, Almas Heights, 190/1-A, Block-2, P.E.C.H.S., Karachi. Tel: (92-21) 34546975, 34556656

Creation 365 Office # M-10, Avanti Park View, Block-2, Karachi. Tel: (92-21) 34311671, 34552733

Eastern Film Studio Manghopir Road, S.I.T.E., Karachi. Tel: (92-21) 32573883

Graphic Image 40-U, Block-6, P.E.C.H.S., Karachi. Tel: (92-21) 34381940

Graphic Vision Flat No. M-1, Plot 14C, Commercial Street 7, Phase V, DHA, Karachi. Tel: 0300-32164467

Harmony Studio 13-M, Block-2, P.E.C.H.S., Karachi. Tel: (92-21) 34554487 Intergraphics C&A (Pvt.) Ltd. A-404, Anum Classic, D.A.C.H.S., Shahrah-e-Faisal, Karachi. Tel: (92-21) 345327571/8, 34311063

International Studios L-A-2/22, Federal. B. Area, Karachi Tel: (92-21) 36344647, 36311536, 36363736,

Ishtiaq Audio Visual Sea Rock Apartment M1, Block-2 Clifton, Karachi. Mobile: 0300-2151374

M. A. Studios 936-937, Central Commercial Area, Block-2, P.E.C.H.S., Karachi. Tel: (92-21) 34541535, 0300-2279909

Magic Notes 119-E, Block-2, P.E.C.H.S., Karachi. Tel: (92-21) 34551417

Mass Graphics 141/D/2, P.E.C.H.S., Karachi. Tel: (92-21) 34522450

Nucleus Entertainment C-32/2-A/2, Tipu Sultan Road, KDA Scheme-1, Karachi. Tel: (92-21) 34528863, 34525225

Page 33 No. 704-A, SB 3, KDA Scheme 1, Karachi. Tel: (92-21) 34546376

Ice Animation Phase V, Express Way, Main Korangi Road, Karachi. Tel: (92-21) 35110433-4

Post House 14-B-13th South Street, Main Sunset Boulevard, Phase II, DHA, Karachi Tel: (92-21) 35310352-3

Sharp Image D-4, Westland Trade Centre, Shaheed-e-Millat Rd, Karachi Tel: (92-21) 34313741 SKB Productions 10-B, 10th South Street Ext. D.H.A, Phase-II, Karachi Tel: 0300-38223777

Sounds Great A-69, S.M.C.H.S.,Karachi. Tel: (92-21) 34557280

Studio 146 1-D 146, Sector 30 Korangi Industrial Area, Karachi. Tel: (92-21) 35068113-4

The Film Company Suite # 6, 2nd Floor, Shalimar Centre, Tariq Road, Karachi. Tel: (92-21) 34530208

The Vision Factory 91/1, 21st Street, Khayaban-e-Sehar, Defence Phase VI, Karachi. Tel: (92-21) 35849844

WAM Films A 41-Z, Block VI, P.E.C.H.S., Karachi. Tel: (92-21) 34385016, (92-21) 34526399

XPerts 175-R, Block-2, P.E.C.H.S, Karachi. Tel: (92-21) 34382556-7

H2O Productions 80/1, Khayaban-e-Hafiz, Phase VI, DHA, Karachi. Tel: (92-21) 35845461 Private TV Production Companies

Combine Media (Pvt) Ltd. 4th Floor, Shafi Court, Merewether Road, Karachi. Tel: (92-21) 35681596, 35689475

Creative Communication 119, 1st floor, Anum Blessings, K.C.H.S.U. Sultan Ahmed Shah Road, Off. Shahra-e-Faisal, Karachi. Tel: (92-21) 34313413

Cross Current (Pvt) Ltd. Al-Rehman Building. I.I. Chundrigar Road, Karachi. Tel: (92-21) 32629311-5

Evernew Entertainment 48-B, Miran Mohd. Shah Road, Mohd. Ali Housing Society, Karachi. Tel: (92-21) 34310336-8

Filmex 187/3, B-2, PECHS, Karachi. Tel: (92-21) 34541576, 34533495, 34531164, 34524845

Goldwater Media Communications Suite 108, 1st floor, Progressive Plaza, Beaumont Road, Civil Lines, Karachi. Tel: (92-21) 35211905-7 Fax: (92-21) 35678686 E-mail: [email protected]

MNH Productions 27-L, Model Town, Lahore. Tel: (92-42) 35164780 E-mail: [email protected]

Mastermind Marketing (Pvt) Ltd. Flat No.105, 3rd Floor, Plot 11-G, Line No. 9, Zamzama Commercial, D.H.A., Phase V, Karachi. Tel: (92-21) 35879502

Media Vision Marketing (Pvt) Ltd. 9-C, Lane 2, Zamzama Commercial, D.H.A., Phase V, Karachi. Tel: (92-21) 35836302-4, Fax: (92-21) 35874559 Mir Partnership 3rd Floor, 53-D, Commercial Area ‘A’, Phase II, D.H.A., Karachi. Tel: (92-21) 35897271

Synergy Marketing Corporation 171-Sheet, Block-3, P.E.C.H.S., Karachi. Tel: (92-21) 34551420-34557703, Fax: (92-21) 34536277

Tele Channel Apt.1, Badar Comm. St. 10, Plot 10-C, D.H.A., Phase V, Karachi. Tel: (92-21) 35846535, 35843714, Fax: (92-21) 35843715

Top End Productions 24-Masson Road, Lahore. Tel: (92-42) 36310350-36304775

TV2 Production 109-J, Firdous Market, Gulberg-II, Lahore. Tel & Fax: (92-42) 35862433

J.J. Productions 1-F, Block-2, P.E.C.H.S., Karachi. Tel: (92-21) 34554215, (92-21) 34558805

Video Spot (Pvt.) Ltd. 4-Hanging Garden Arcade, Khayaban-e-Roomi, Clifton, Karachi. Tel: (92-21) 35833336, (92-21) 35836869

7th Sky Productions D-64, Block 4, Clifton, Karachi. Tel: (92-21) 35871277 Printing Houses

IM Graphics 195-A, S.M.C.H. Society, Karachi. Tel: (92-21) 34313074-76, Fax: 34313077

Spirit International D-131, S.I.T.E., Karachi. Tel: (92-21) 32579432-33, 32577397

CAS Printers House No. 832, Street 20-A, Mehmoodabad No. 5, Karachi. Tel: (92-21) 35391913

Elite Publishers D-118, S.I.T.E, Karachi. Tel: (92-21) 32573435-9

Golden Graphics Ltd. Plot 14, Sector15, Korangi Ind. Area, Karachi. Tel: (92-21) 35053217 (3 Lines)

Hamdard Press (Pvt.) Ltd. Hamdard Chambers, Mohd. Bin Qasim Road, Off I.I. Chundrigar Road, Karachi. Tel: 111-58-58-58

Nikmat Printers 3, Farooq Terrace, Dr. Bilmoria Steet, Off. I.I. Chundrigar Road, Karachi. Tel: (92-21) 32633489

Noorani Packages Plot E-41, Korangi Industrial Area P&T Colony, P.O. Box 684, Karachi. Tel: (92-21) 35053025-26, Fax: (92-21) 35053027

Teamwork Packages Plot 136-137, Sector-23, Korangi Industrial Area, Karachi. Tel: (92-21) 35064606-8, Fax: (92-21) 35064610

Hamdard Packages 199, Sector #23, Korangi Industrial Area, Karachi Tel: 3(92-21) 5070199, 35072199, Fax: (92-21) 35073199

United Trading Corpn. 115-C, Phase I, Ind. Area, D.H.A, Korangi Road, Karachi. Tel: (92-21) 35804761-3 Outdoor Advertising Houses

Neon Signs Pakistan (Pvt) Ltd. 25, Ghafoor Chambers, Abdullah Haroon Road, Karachi. Tel: (92-21) 37724224, 37721370, Fax: (92-21) 37730304

Primesite Pakistan (Pvt) Ltd. Head Office: 200-A, S.M.C.H. Society, Karachi-Pakistan. Tel: (92-21) 34313315-16, Fax: (92-21) 34313314 E-mail: [email protected]

S.M.F. Innovative Signs 77-P, Block-6, P.E.C.H.S., Karachi. Tel: (92-21) 34538923

Selmore Advertising C-42/C, Stadium Comm. Lane-1, Khayaban-e-Majeed, D.H.A., Phase V, Karachi. Tel: (92-21) 35844540, Fax: (92-21) 36637574

Sign Source C-89, Block-2, Clifton, Karachi. Tel: (92-21) 35872182, 35871780, Fax: (92-21) 35835992 E-mail: [email protected]

Call Advertisers Suite #117 Office Wing, Shahrah Firdousi Clifton Block 5 Karachi. Tel: (92-21) 35378881-3, Fax: (92-21) 35378884

BTL OOH Communication Concepts 61-Tipu Block, New Garden Town, Lahore. Tel: (92-42) 35869313-5, Fax: (92-42) 35869312

Prime Services 14th-C,1st Floor, 5th Commercial Lane, Zamzama-DHA, Karachi. Tel: (92-21) 35302253, Fax: (92-21) 35833977

Adsells A-5, Block C, Gulshan e Jamal, Karachi. Tel: (92-21) 34680536, Fax: (92-21) 34680537 URL: http://www.adsells.biz ABSA Advertising E-133, Gulshan-e-Jamal, Block B, Rashid Minhas Road, Karachi. Tel: (92-21) 34572867, Fax: (92-21) 34572867

Adservice C-1, Block II, Clifton, Karachi. Tel: (92-21) 35877937-38, Fax: (92-21) 35877939

AA Advertisers 967-B, Faisal Town, Lahore.

Yellow Communications VI-1. Jeff Heights, Main Boulevard, Gulgerg III, Lahore. Tel: (92-42) 35782100, (92-42) 35790226 Email: [email protected]

IMMG Office # 5, 3rd Floor, Building # 99-C, 11th Comercial Street, Khyban-e-Jami, DHA, Karachi. Tel: (92-21) 35314261-63, Fax: (92-21) 35314264

Seher Advertisers Office # 305, 3rd Floor, Century Tower, Kalma Chowk, Main Boulevard, Gulberg III, Lahore. Tel: (92-42) 35889783, Fax: (92-42) 35889749

The Sign Media M-1, 42-C, 21st Commercial Street, Phase II Extension, DHA Karachi. Tel: (92-21) 35892244-45, Fax: (92-21) 35892245

Hafiz Brothers media solution (pvt) Ltd. House No. E-66, First Floor, Street 8, officer colony, Lahore Cantt. Tel: (92-42) 36674699, 36665773, Fax: (92-42) 36681906

Ad Sun Office # 44, 2nd Floor, Jamshed Center, ferozpur road, Lahore. Tel: (92-42) 37501629, (92-42) 37000927

Out and About Out Door Media Services 84-P, Ghazali Road, Block 2, P.E.C.H.S., Karachi. Tel : (92-21) 34397761-3

Kinetic 134-A, Tipu Block, Garden Town, Lahore. Tel: (92-42) 23587147, Fax: (92-42) 35836660

MNB advertising MNB House, Bungalow No. C-128, Block 2, KDA, Scheme No. 5, Clifton Karachi. Tel: (92-21) 35291871-4, Fax: (92-21) 35834780

Ravi Advertising 162-A, Abu Bakar Block, New Garden Town, Lahore. Tel: (92-42) 35887230-31, Fax: (92-42) 35841360 Media Research & Monitoring Agencies

Gallup Pakistan (Media Research Division) Shaheen Chambers, 1st and 2nd floor, KCH Society, Karachi. Tel: (92-21) 34544519, (PABX) 34522953/4, 34534926, Fax: (92-21) 34541396 Website: www.gallup.com.pk

Media Bank Media Innovations (Pvt.) Ltd. G-23/B-5, Park Lane Block 5, Clifton, Karachi. Tel: (92-21) 35824325-6, Fax: (92-21) 35370755 Website: www.mediabankpakistan.com

Media Logic 134-A, Tipu Block, Garden Town, Lahore. Tel: (92-42) 35837147 Website: www.medialogic.com.pk

Media Master Suite No. M1-03, 1st Floor, Hong Kong Shopping Mall, Dr. Dawood Pota Road, Near United Bakery, Saddar, Karachi. Tel: (92-21) 35218687, (92-21) 35652100

SB&B Marketing Research 83/F – Model Town, Lahore. Tel: (92-42) 35851962-63, 35884762-63 Fax: (92-42) 35851965

Aftab Associates (Pvt.) Ltd. 50-L, Block 6, P.E.C.H.S., Karachi. Tel: (92-21) 34522774, 34538186, Fax: (92-21) 4538186

AC Nielsen Pakistan (Pvt.) Ltd. Room No. 716, Progressive Plaza, Beaumont Road, Civil Lines, Karachi. Tel: (92-21) 35650047, 111-111-226, Fax: (92-21) 35651153 Major Internet Service Providers

Wi-tribe Super Net 34-a/1, Block 6, Ground Floor 10th Floor, Tower B, World Trade Centre, (dadex House) P.E.C.H.S., 10 Kh. Roomi, Block-5, Clifton, Karachi. Main Sh. Faisal, Karachi Tel: (92-21) 35871864-7 URL: www.wi-tribe.pk Fax: (92-21) 35871869 URL: www.super.net.pk Link dot Net 502 Dr. Syedna Taher Saifuddin Micro Net Foundation Memorial Building, Micronet Broadband (Pvt) Ltd. Beaumont Road Civil Lines, Karachi, 73-E GD Arcade, Fazal-ul-Haq Road, Pakistan. Blue Area , Islamabad. Tel: 111-600-222 UAN: 111 11 44 44 Fax: (92-21) 35655936 Fax: (92-51) 831 0100 URL: www.link.net.pk E-Mail: [email protected] URL: www.nayatel.pk Multinet 1D-203,Sector 30, Korangi Industrial WorldCall Area, Karachi WorldCall Telecom Limited, Tel: (92-21) 35113626-58 67-A-C-III, Gulberg III, Lahore. Fax: (92-21) 35113645 Tel: (92-42) 35872633-38 URL: www.multi.net.pk Fax: (92-42) 35755231 URL: www.worldcall.com.pk PTCL Ground Floor, EVP Office, Wateen Hatim Alvi Road, Clifton, Karachi. Wateen Telecom Ltd Tel: (92-21) 111 20 20 20 P.O. Box 3527, Lahore. Fax: (92-21) 111 21 21 21 Tel: 111-365-111 URL: www.ptcl.net.pk URL: www.wateen.pk

Qubee Broadband 111-078-233 URL: www.qubee.com.pk A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.

Jeff Bezos Brands

Of The Year Brands Of The Year - 2010

Brands Foundation

Brands of the Year Award is an initiative taken by Brands Foundation with the vision to make aware the business & corporate community of Pakistan about the ongoing scenario of branding transformation, that is drastically changing the world.

Brands of the Year Awards come on board every year and in 2010 it was the fourth consecutive edition of this gigantic activity. Through this activity the aim was to identify and promote brand excellence in Pakistan and provide inspiration to our business and corporate community, to rise to their approach and build powerful distinctive brand identity that would not only excel in the local market but also create its niche in the global arena. Brand Name Catagory ICI Dulux Decorative paint Pepsi Soft Drink (Cola) Nokia Mobile Phone TCS Courier Services Aquafina Drinking Water HP Laptops & Desktops Daewoo Express Bus Services Exide Batteries LG LCD/PDP Shan Spices TUC Biscuits Habitt Home Store Horlicks Nutritious Supplement Western Union Money Transfer Services Red Bull Energy Drink WorldCall Broadband Internet Landirenzo CNG Kit Schneider Electric Circuit Breaker Bio Amla Herbal Shampoo Lay's Potato Chips Cadbury Chocolate Medicam Dental Cream Toothpaste Mercury StretchySocks Socks Jamal's Yellow Pages Yellow Pages Phoenix Armour Cash-In-Transit & Alarm Service Prestige kitchens Kitchen Furniture Beaconhouse School System Daily Jung Daily Newspaper (Urdu) Geo News News Channel EFU General General Insurance Bush Electrical Switches Bubblegummers Kids Footwear Cheetos Extrude Snacks Lucky Cement Cement Meezan Bank Islamic Banking Habib Oil Edible Agility Supply Chain Solutions Nurpur Butter Pakistan International Airlines Airline Power Sports Footwear Rooh Afza Red Syrup Siemens Transformers Crown Packages Religious Tourism First Women Bank Women Banking Prestige Kitchen Professional Kitchen Equipment Trakker Direct Insurance Auto Insurance Goldenpearl Beauty Cream Chawla Aluminium Aluminium Products DHL Freight Forwarding Brand Name Catagory Spirulina Herbal food Supplement Dilpasand Sweets Young's Mayonnaise Magic Depoxi Epoxy Adhesive Yamaha Marine Equipment UMA Marine Shipping Logistics Services Castrol Active 4T Lubricants Ittefaq Steel Deformed Premier Cables Telephone Mast FM103 FM Radio Station Jaffer Brothers IT Solutions Engro Zarkhez Macro Nutrient Marie Claire Ladies Footwear Minhas Pipes P.P.R.C Pipes Eden Real Estate Developer Nurpur Cheese Naunehal Gripe Water EFU Life Insurance Omroc Glassware Maxim's Travel & Tourism Amir Rajput Catering Services Touchme Shaving Cream The Taq Organization Interbational Logistic Services Young's Spreads Guard Filters Oil & Air Filters Mountain Dew Soft Drink (citrus) JOCKEY Male Undergarments Frontline Marketing Real Estate Marketing CA Sports Sports Goods ACCA Accountancy Program 1 Link Electronic Interbank Connectivity Services Audionic Multimedia Speakers DANY Computer Accessories Makro Wholesale Stores Snowwhite Drycleaners Pak Datacom Data Network Operator HP Printers Hakim Sons Film & Image Studio Popular Pipes UPVC/PVC Pipes Picasso Pen Pak Kuwait Takaful General Takaful Samsol Hair Color SAPS Airport Services Electrech Electrical Control Panels Nurpur Flavored Milk Steelex M.S & G.I Pipes Evolution Restaurant Brand Name Catagory Venus Carpets Carpets Kellogg's Cereals Baygon Insect Killer Aerosol Finis Phenyl Quice Ice Cream Syrups Golden Coin Art Card ASG Wire Rod Cummins Diesel Generator K&N's Frozen Chicken Products Build Asia Housing & Construction Exhibition Bio Amla Hair Oil FR Cables Fire Resistant Cable First Habib Modarba Modarba IGATEX Textile Exhibition Interklima Central HVAC Systems HONEST Tropical Fruit Products Student Biryani Biryani Resturant Libra Engineering Low Voltage Switchgear Mughal Steel Guarder & T.R Osaka Lighting Osaka PVS Tapes P.T.N Inland Transportation & Logistics Proline UK Security Equipments Shangrila Ketchup & Sauces Advance Telecom Mobile Phone Distributor POGEE Oil & Gases Exhibition Adamjee Insurance Fire & Property Insurance SYSTEK UPS Rozee.pk Job Website Wood Master Chip Board Lamination & Veneer Process Rufi Builders & Developers Builder & Developer Tessori Gems & Jwellery Ginseng Green Tea Herbal Green Tea Guls Studio Event Management & Ambience Designer Home Kraft Artifical Sandstone Products AVM Chemicals Chemicals (Textile) Absa Advertising Outdoor Advertising HS Consultants Foreign Education Consultant Sama Engineering Packaging Machines HomeShopping.pk Online Retailer Web Portal EFU Health Health Insurance G.F.C. Fans Electric Fan Arena Recreational Services Ahmad Medix Mobile Clinic EVS IT Training Brand Name Catagory Goldenpearl Whitening Soap The News Daily Newspaper (English) Kent Homoeopathic Pharmacy Oyster Disc Manufacturer Tarzan Pesticides Gujrat Steel Steel Safes & Racks Sitara Labels United King Bakers Zahabiya Specialty Chemicals/ Construction Material Industrial Source Book of Pakistan Source Book Badar Expo - Bxss Scheme Shell Designer Asian International Cosmetic Surgery Center EIR Engineering Magazine Raaziq International Freight Management TPL Trakker Vehicle Tracking & Security H.B School Stationery Manufacturer Medicam Spranda Sweetner Guard Autozne Auto Workshop YMC Industrial & Automotice Chain & Sprockets Jazee Garbage Bags Manufacturer Energy Update Energy Magazine VectraCom Telco Services SMS Sports Event Organizer Power & Alternative Energy Asia Alternative Energy Exhibition Laposhesh Event & Hotel Decor Services ELFY Adhesive SEMS Catering Services Roots School System FaceFresh Beauty Cream Metro Motorcycle Badar Expo - Bxss Wedding Planner Rangoli Theme Buffet Resturant Resi Energy Conservation Technology 3wogle Web Technology Services Provider Mehran Spices Spices Guls Event Management & Ambience Designer Secure Drinking Water Treatment Equipment Nemat Parboiled 8 Basmati Acamar Garments & Fabrics Manufacturer Individual commitment to a group effort - that is what makes a team work, a company work, a society work, a civilization work.

Vince Lombardi Orient

Companies, Affiliations & Projects Orient Companies, Affiliations & Projects

Orient Advertising

Creativity, dreams, ideas, imagination, vision, inspiration and innovation are words, which come together as an entity at Orient Advertising. From crafting an idea to the grand finale, here dwells expertise and finesse at every step.

Founded in 1953 as Orient Advertisers (Pvt.) Limited, by the visionary team of two brothers S.A.M. Hashmi and S. H. Hashmi, the agency achieved unrivaled success and has remained Pakistan’s largest agency network for many many years. Syed Mahmood Hashmi, the CEO, is now continuing the journey to make Orient Advertising reach greater heights, keeping the legacy of S.H. Hashmi alive.

Today, the agency is equipped with highly competent teams of personnel across departments and offices. The Account Management team works hand-in-hand with clients, understanding their business needs and objectives. The Strategic Planning function supports the Account Team in preparing detailed market analyses, developing brand plans and using research to identify strategic options and opportunities.

The creative team works in interactive groups, or as a specialized team dedicated to specific clients, to produce campaigns of individual advertisements that match the requirements of the client’s briefs. Close liaison between Account Managers, Strategic Planning, Media and the Creative team ensures superior quality product and timely delivery.

The talent and facilities available within the broader area of Creative includes production of audio as well as audio-visual campaigns or programs on a stand-alone basis or as part of total campaigns. The expertise available for the production of branded programs for Radio or TV is of a standard that is fast becoming the envy of the industry. At least half a dozen clients now utilize these services on regular basis. The AV capability is also adequate enough to produce documentaries and commercials and even edit some of the work in-house.

The Media setup at Orient Advertising has been constantly strengthened and exposed to developments within the country and overseas. Participation in Conferences and Workshops has been a regular feature. The current organization is capable of providing a complete range of planning, buying and placement services that are required by the most discerning clients.

Orient Advertising’s performance has been widely acknowledged over the years. The agency has received numerous awards, the All Pakistan Newspapers’ Society (APNS) and the Pakistan Advertising Association (PAA). However, a saying in the agency is,

“the award we value most is the recognition we get from our clients, whose work we do with professionalism, dedication and commitment.” Orient Media - Carat Worldwide

Orient Media is affiliated with Carat Worldwide, an Aegis Media Network and became their exclusive media partners in Pakistan, providing media and communication consultancy services to local and global clients.

Carat World wide network has offices in more than 150 countries with a billing figures of US $27 Billion with more than 45,000 team members on board. Orient Media has 6 offices in Pakistan with a total billing of over Pak Rs. 3 Billion with 200 staff members, could easily be rated among the largest media buying house of Pakistan.

Orient Media Integrated Communications Services include a 360 Degree turn to take off with; Strategy development. Creative development. Execution and production. Media services cover strategy, planning and buying. OOH services cover site selection and erecting through media partners and/or our outdoor company. Printing & BTL activities through our partners. Digital media buying & planning. Monitoring & Research

Orient Media offers ...

Learning's: insight into global media trends and developments. Services: continuous, tailored to changing markets and client needs. Sharing of best practices & approaches across the network Personnel: cumulative experience, direct access to planning experts and specialists in all media sectors.Transfer of common knowledge & strategy for global clients. Focus on ROI: tools to improve client’s accountability.

Orient Media Monitoring

Orient Advertising is perhaps the only ad agency with in-house Media Monitoring services. Established in 2000, it offers support function to the Media and creative companies for prompt monitoring, billing verification and copy changes, on a regular basis. It plays a major role in devising the clients forth coming strategies efficiently as the organization is well aware of the background and scenario.

Orient Media Monitoring offers regular and continuous Media Monitoring which gives Competitive Media Intelligence and Edge to clients along with an updated and broader perspective of the most happening situations in the surrounding.

It can pro-actively judge the good/bad times ahead and maintains a close watch on the competitors, stake holders, international markets and even customer’s opinions. It helps in the process of Decision Making and Problem Solving. Orient Media Monitoring team could cater requirements of urgent jobs on 24 hours short notice and maintains monitoring archive for the last ten years (Print and Electronic data).

Orient - Action PR

Orient Action PR - affiliates of Action Global Communications is the Public Relations wing of Orient Advertising, with Head office in Cyprus and worldwide presence in 44 countries.

The company offers expertise in the field of Public Relations with one of the best pools of human resource available in Pakistan.

Orient- Action PR is serving some of the biggest national and multinational clients operating throughout Pakistan including Mobilink, Pak Suzuki, LG, Sony, Continental Biscuits, Shan Foods, Shabbir Tiles, Bank Al Islami, Popular Fruit Juices, Al-Khair Group of Companies, National Saving Center, Ideas 2008 amongst many others.

Orient- Action PR enjoy excellent relations throughout the print and electronic media, in order to maintain high standards of service by offering 27/7 availability of PR resources’ towards the clients for their public profile and management of social events. Orient- Action PR is dedicated towards the growth of PR portfolio of the clients, while maintaining strict vigilance on the media activities to act and counter react on any public happening that may arise against the interest of the clients. IM - Graphics

IM Graphics is Orient advertising’s large format printing production house with a strong and professional background in Grand Format Printing, including indoor and outdoor printing.

Here we have state-of-the-art printing machines and a huge facility to handle big campaigns and large vehicle fleets. The highly trained and professional production team knows and understands the client and their job requirements very well. All designers are qualified and trained to handle any kind of graphics and colours, with unsurpassed accuracy, to give a professional finish to the jobs. The team of exremely experienced applicators can handle big post printing, both in-house and on-sight jobs. And our welders and seamers are professionally trained for seaming big prints for scaffolding, hoardings and rooftops. Social and Commmunity Development Projects

Orient Advertising continues to play a key role in contributing towards social and community development issues.

Orient-Mir Khalil-ur-Rehman Memorial Gold Medal (Urdu)

This award has been dedicated to the memory of Pakistan’s pioneering journalist, the Late Mir Khalil-ur-Rehman. Gold Medals and Cash awards of Rs. 10,000 each have been given to top position holders in M.A. Urdu, since the awards were initiated in 1994. Students from the universities in Pakistan are eligible to participate.

Orient-Hamid Nizami Memorial Gold Medal (Mass Communications)

This award was initiated in 1994 as a tribute to the memory of Pakistan’s renowned journalist Hamid Nizami. Since 1994, top position holders in Mass Communications have been awarded Gold Medals and cash awards of Rs. 10,000 each. Students belonging to all the universities in Pakistan are eligible to participate.

S.H. Hashmi Media Welfare Trust

The aim and objective of this Trust is to give, promote, encourage and provide financial assistance to deserving media and other students, bodies and institutions for uplifting media services in Pakistan, as well as other countries. Not only that, but to establish and run educational institutions such as primary and secondary schools and give aid to existing institutions which are in need of help. This trust also offer urgent financial and meterial help in emergency situations and also unforseen calamities such as floods, hurricanes, earthquake, war, etc. S.H. Hashmi Media Welfare Trust serves as an agency to those who wish to be provided financial assistance individually or collectively.

Other awards from Orient Advertising

The company provides free insurance worth Rs.100,000 to photographers from the journalism profession in Pakistan. In addition, it gives grants to different colleges in the country to help deserving students meet their educational expenses. Professional Associations

Pakistan Electronic Media Regulatory Authority (PEMRA) PEMRA Headquarters, Mauve Area G-8/1, Islamabad. Tel: (92-51) 9107151-3

All Pakistan Newspaper Society (APNS) 3rd Floor, Farid Chambers, Abdullah Haroon Road, Karachi. Tel: (92-21) 35671314-5671256 Fax: (92-21)35671310

International Advertising Association (IAA) Pakistan Chapter, Mohammad Bin Qasim Road, Off: I.I. Chundrigar Road, Karachi. Tel: (92-21) 32214406, 32216187, 32630960 Fax: (92-21) 32637624, 32211823

Management Association of Pakistan 36-A/4, 2nd Floor, Lalazar (Opp. Beach Luxury Hotel) Off M.T. Khan Road, Karachi. Tel: (92-21) 35610903, 35611683, 35612023, Fax: (92-21) 35611683, 35611980

Marketing Association of Pakistan (MAP) 403, Burhani Chambers, Abdullah Haroon Road, Karachi. Tel: (92-21) 37760032 Fax: (92-21) 37729952

Pakistan Advertisers’ Society (PAS) 2nd Floor, Nelsons Chambers, Abdullah Haroon Road, Karachi.

Pakistan Advertising Association (PAA) 232, Hotel Metropole, Karachi Tel: (92-21) 35671567-35672171, Fax: (92-21) 35672171

Pakistan Broadcasters Association (PBA) 177/2, 1st floor, IEP Building, Liaquat Barracks, Shahrah-e-Faisal, Karachi. Tel: (92-21) 32793083, 32793089, Fax: (92-21) 32793045 Pakistan Electronic Media Regulatory Authority (PEMRA)

PEMRA has been established under PEMRA Ordinance 2002 to facilitate and regulate the private electronic media. It has mandate to improve the standards of information, education and entertainment and to enlarge the choices available to the people of Pakistan, including news, current affairs, religious knowledge, art and culture as well as science and technology.

The Authority is responsible for facilitating and regulating the establishment and operation of all broadcast media and distribution services in Pakistan, established for the purpose of international, national, provincial, district, and local or special target audiences.

All Pakistan Newspaper Society (APNS)

The All Pakistan Newspaper Society is the premier professional body representing all major newspapers and periodicals of the country. Since 1981, the All Pakistan Newspaper Society has been awarding Annual Commendation Awards to the accredited advertising agencies. One of these is the ‘Best Business Performance Award’ which is given to the top three agencies (by billing in all member publications of APNS).

International Advertising Association (IAA)

The International Advertising Association is a one-of-a-kind strategic partnership which champions the common interests of all the disciplines across the full spectrum of marketing communications - from advertisers to media companies to agencies to direct marketing firms - as well as individual practitioners. The IAA has become a brand champion, because all elements which create a brand’s reputation require the freedom to flourish without unwarranted restrictions. They have an established history, having been founded in 1938 and have an unprecedented international network in over 70 countries They have 4,000 individual members across corporate, marketing services, organizational and academic sectors – all involved in the branding, communications and marketing disciplines. IAA has also 56 corporate members, 57 Accredited Institutes and 27 Organizational Members. IAA’s membership is diverse – comprising of individual members from across the communications value chain:

Corporate sector – including Dow Jones & Company, the Boeing Company, the Procter & Gamble Company, Shell International, Unilever plc.

Organizational/Association sector – including American Advertising Federation (USA), International Institute of Advertising (Russia).

Agency sector, including media – including Young & Rubicam Brands, Dentsu, and DDB.

Academic sector – including Charles Sturt University (Australia); Emerson College (USA).

IAA offers to its members a platform for industry issues, networking opportunities and education platform. The IAA has been running its accreditation program for over 20 years now. Thousands of students have graduated with the IAA Diploma in Marketing Communications, through its 57 accredited institutes. The Diploma provides a sound platform for future careers in the marketing, branding and communications industry.

Management Association of Pakistan

Management Association of Pakistan (formerly West Pakistan Management Association) was formed in 1964 by a small group of dedicated entrepreneurs and senior professional managers, who were keenly aware of the demands that were likely to be made on managerial talent within the country, as a result of the rapid increase in the tempo of industrial activity.

The need for such an Association had become pressing because of the important role assigned to the private sector in Pakistan’s plan for development and the declared policy of the Government to encourage the professional managerial class in the country. In the last thirty-six years the Association has established itself as a major forum for training and communication of ideas in the field of management in Pakistan. Its status and contributions are widely recognised. Marketing Association of Pakistan

MAP is a premier body representing marketing practitioners and professionals in the country. Founded in 1967, this association has made significant contribution towards promoting the understanding of the discipline, encouraged new entrants in the field and also constantly supported those who either sought or found their career in Marketing.

MAP has a permanent Secretariat in Karachi, as well as a chapter each in Lahore and Islamabad. The Karachi office is manned by a complement of five permanent staff members, and is closely managed by an elected Council consisting of 15 MAP members, elected for a three-year term. Four office-bearers comprising a President, a Vice-President, Honorary Secretary and Honorary Treasurer are in turn elected by the members of the Council each year, on the basis of a simple vote.

Pakistan Advertisers’ Society

The objective of the Pakistan Advertisers’ Society (PAS) is to enhance the ethical and professional standards of the advertising industry in Pakistan via a self-regulatory process. PAS is the true representative of the aspirations and interests of advertisers in Pakistan. The Society is dedicated to help improve the standards of advertising, the advertising environment and the professional and ethical practices in the advertising industry. The Society aspires that advertising is efficient and effective for the advertiser, accruing fair rewards for media, agencies and allied suppliers, and providing true, honest and equitable information to the consumer.

Pakistan Advertising Association

Pakistan Advertising Association is the sole organization representing the advertising profession on all Pakistan basis. It was established in 1973 and was registered with the Ministry of Commerce, Government of Pakistan. This association has also the privilege of being a member of the Federation of Pakistan Chambers of Commerce and Industry. Pakistan Advertising Association is working for the benefit of the advertising market in general and advertising agencies in particular. Its vision is to develop itself into a more organized body promoting ethical advertising practices. Pakistan Advertising Association protects and promotes the well being of advertising. It exists to provide a coordinated service in the interests of its members i.e. the advertising agencies that make up this large, diverse and competetive business.

Its key objectives are to elevate the stature of advertising and marketing communication industry, provide advertising professionals with a collective voice and nurture talents and creativity. To take all steps which may be necessary for promoting, supporting or opposing legislatives and other measures affecting the advertising industry and to make representation to local, provincial and central authorities on any matter connected with advertising and interests of its members.

Pakistan Broadcasters Association (PBA)

Pakistan Broadcasters Association (PBA) offers optimum advantage to all stakeholders of the media industry – Broadcast Houses, Ad Agencies, and Advertiser alike! Even though all the issues that the industry is faced with are not common, all feel the impact in one way or other.

A system operated Clearance House makes it imperative for the advertisers to pay their dues in stipulated time to avoid any inconvenience of disruption in telecast of their advertisements. Besides the broadcast houses, it provides a protection to the Ad Agencies and Media Buying Houses against situations that could arise out of default of payments. In fact, it’s a win win situation for all the stakeholders. Aknowledgements And Credits

Orient Advertising is proud to present Orient Blue Book 2011-12, as an enduring service to the business profession, for the benefit of individuals and organizations, here and abroad, contributing to or seeking to contribute towards the development and economic well being of Pakistan.

Orient Blue Book, previously known as the Pakistan Advertising Scene, is the first ever attempt of its kind by any organization in the country. First published in 1985, this publication continues to provide useful and relevant information on the advertising and media industry, updates on topics of specific relevance and a fairly comprehensive background on the economic profile of Pakistan.

The publication is distributed free of cost, to the agency’s clients, business and industry leaders, departments and ministries of the Government of Pakistan, provincial governments, the diplomatic corps, Pakistan embassies abroad and several educational institutions in the country.

Although every effort is made to ensure accuracy of information, fairness of views, observations and comments, Orient Advertising cannot take responsibility for any mistakes, omissions or any losses, perceived or otherwise, to any person or organization on account of the data presented. Project Head Arsalan Hashmi

Project Supervisor Intizar Ahmed

Project Manager (Research, Creative & Design) Shehla Shahid

For any further information or clarification, please contact: www.orientpakistan.com